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Beyond Yoga, an activewear brand known for inclusive sizing, has named UM its U.S. media agency of record following a competitive review, both companies confirmed to ADWEEK.
The brand, owned by Levi Strauss & Co., selected the IPG Mediabrands agency to lead a full-funnel media strategy across all channels including TV, programmatic, paid social, affiliate, digital out-of-home, and search.
“Beyond Yoga is building a new go-to-market and marketing strategy,” Chris Portella, EVP, global managing partner and San Francisco lead at UM, told ADWEEK. “They were looking to consolidate with a single agency that could deliver a real full-funnel approach—connecting brand with demand to drive incremental returns.”
Portella declined to name the incumbent agency or share how many agencies participated in the review. He described the pitch process as “fast” and said it was driven by changes in Beyond Yoga’s leadership and marketing vision.
COMvergence pegs Beyond Yoga’s annual U.S. media spend at $5 million.
UM was already familiar with the client. The agency first won the Levi’s Americas media account in 2019 and secured the company’s global media AOR across 40 markets in mid-2024. Beyond Yoga, which Levi’s acquired in 2021, operates independently and is headquartered in Southern California.
Beyond Yoga brought in $131.1 million in revenue in fiscal 2024, up 13% year-over-year, and Levi’s has publicly stated that it sees the brand growing into a potential billion-dollar business.
UM’s media strategy for Beyond Yoga will be anchored by its Full Color Media model, a planning approach designed to balance short-term sales with long-term brand growth. It will also use Interact, IPG’s data platform built on Acxiom, to inform a three-year media plan and a targeted audience strategy based on Beyond Yoga’s customer segments.
Portella said paid social will be a key channel, given the brand’s core audience of affluent millennial women and its emphasis on inclusive sizing, soft materials, and color variety. UM will support an upcoming brand campaign slated to launch later this year.
Beyond Yoga also brought on Shadow to handle media relations and influencer partnerships in March.
According to Portella, UM will measure success for Beyond Yoga by tracking both overall sales impact and real-time campaign performance, using tools like media mix analysis, attribution models, and ongoing testing.
UM’s recent wins include Levi’s global business, which it secured in May 2024, followed by AI startup Perplexity in June 2024, and HelloFresh in December 2024. The agency also added Alaska Airlines and Hawaiian Airlines to its roster in January and February 2025, respectively.
