Yoga-inspired athletic apparel retailer Lululemon Athletica Inc. (LULU) has teamed up with Vice Media to prove that its brand isn’t all about yoga.

The Vancouver-based athleisure company has doubled down on a new advertising campaign in partnership with Vice’s recently formed global advertising agency Virtue Worldwide, which specializes in producing content for younger consumers.

Hope After a Dismal Earnings Report

Lululemon’s new ad campaign, called “This Is Yoga,” features customers doing activities other than yoga, such as surfing and playing volleyball.

“For many people, this campaign will lead them to think differently about our brand,” said Lululemon’s Vice President of Brand and Community Duke Stump. “And for people who have been loyal customers, it will be an affirmation for they they have such a strong affinity for the brand.” Lululemon is confident in Vice’s ability to reach their target market, telling Fortune that, “they do ‘real’ better than everyone else.”

As part of the campaign, Lululemon will spend heavily on social and digital channels, along with influencer marketing and brand ambassador contracts with endorsers ranging from ballroom dancers to DJs and pro-sports athletes. The ad campaign which will run through July will also involve billboards, in-store merchandising and some over-the-top video ads on platforms such as Sling TV. (See also: What Nike’s $1 Billion Ronaldo Deal Means.)

Saving Face

Vice’s Virtue ad agency also recently inked a deal with the London-based consumer goods giant Unilever (UL) for its brands including Dove personal car products and Breyers ice cream. For Lululemon, the new campaign marks an attempt to save face as a recent quarterly report sent shares plummeting. Weaker-than-expected results were blamed on softened in-store traffic, brick-and-mortar declines and product colors that didn’t quite spark enough interest online. The company also faces heightened competition in the booming athleticwear space from U.S. rivals such as Nike Inc. (NKE) and Under Armour Inc. (UAA).

The company hopes its new ad campaign, intended to broaden its costumer base, will help the firm reach its ambitious target to double revenue to $4 billion by 2020. (See also: Lululemon Sinks on ‘Slow Start’ to 2017.)

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