Beyond Yoga is ready to go, well, beyond. 

The Los Angeles-based brand, which Levi Strauss & Co. bought for just over $400 million in 2021, has been rapidly evolving under chief executive officer Nancy Green. 

It opened a new store in Greenwich, Conn., last month — its first on the East Coast and a fresh concept big enough to hold its expanding product assortment. 

And while the brand has long carried looks that could go “beyond the mat,” it is venturing further. Puffer jackets were added last year and gear for the trail, varsity-inspired prep looks, vegan leather, sweaters, cashmere wool blends and more are all being introduced. 

To support that broader vision, Beyond Yoga is now launching a brand platform — Seek Beyond. 

Unlike a marketing campaign that comes and goes with a particular launch or season, a brand platform is an always-on proposition that both constantly frames the brand for consumers and helps guide people working at the company. 

Like Nike has Just Do It, Beyond Yoga now has Seek Beyond. 

In part it’s an effort to define just what it wants “beyond” to mean to a world of active consumers who have lots of options. 

Green, who led Athleta as it grew from 39 to 175 stores, said she is trying to take what Beyond Yoga was always about and communicate it anew to a growing customer base that’s ready to be — not quite so intense.  

“There’s a lot of messages out there today in this space about high performance, high achievement and almost a perfection-driven image,” she said. “That’s not what our community wants. 

“We’ve shared a lot of the brand storytelling over the years through launching incredible products. Now this is a moment to say, ‘Yes, our products are amazing, but this is also what our brand is about.’ Nobody’s asking you, telling you [that] you should be perfect. Just go out there and try new things, learn new things and have fun and seek joy and seek beyond maybe what you’re comfortable with.

“Customers are looking for brands that can connect with them emotionally. They don’t want to just have a transactional relationship with a brand. They’re building relationships with brands. They’re choosing brands that reflect their own personal values and then inspire them emotionally.”

Katie Babineau, chief marketing officer, described the new brand platform as a kind of movement. 

“We want to inspire people to grant permission to try new things and fail and get up and do it again,” she said.

Seek Beyond is getting its start with an original anthem written and performed by writer, producer, actress and entrepreneur Issa Rae, which sets a tone for a marketing campaign focusing on real stories from real people.

Among them are The Sculpt Society founder Megan Roup, Hike Clerb founder Evelynn Escobar, Skyting Yoga cofounder Krissy Jones, Big Girls Who Run L.A. cofounder Danielle Burnett and more. 

The brand will also have its first outdoor trip with 15 to 20 content creators and people posting on Substack for an adventure intended to bring them outside of their comfort zones and trying new things, while documenting it all for the online masses. 

“Tactically how we execute this is also different from how we’ve shown up before,” Babineau said. “Previously we’ve really focused on digital first, more performance marketing. This is a chance to reach more people with more awareness-driving media. So we will be turning on connected TV and audio reaching more people.”

Beyond Yoga is not just encouraging shoppers to Seek Beyond, but is also doing that itself. In the first half the brand’s sales rose 10.8 percent to $72 million. Now, with investment and support from Levi’s, it’s seeing just how far it can go.