Beyond Yoga
An American athleisure and yoga-apparel brand focused on soft, comfortable activewear and inclusive fit.
Last updated August 22, 2026
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Overview
Beyond Yoga is an American athleisure and yoga-fashion brand established in Los Angeles in 2005 and officially launched in 2006 by Jodi Guber Brufsky and Michelle Wahler. The company developed around the overlap between performance clothing, yoga apparel, and everyday leisurewear, with comfort and a soft hand feel forming central parts of its brand proposition. Its product identity is associated primarily with yoga pants, leggings, sports bras, tops, and other pieces intended to move between low-impact exercise and casual daily wear. The brand operates in the broader premium activewear and athleisure market, where customers often evaluate products not only by technical performance but also by fabric feel, versatility, styling, and fit. Beyond Yoga has emphasized an accessible and inclusive approach to sizing and body fit, helping distinguish it from narrowly performance-oriented sportswear labels. Its positioning is therefore closer to comfort-led premium activewear than to specialist equipment or competitive sports apparel. Beyond Yoga remained an independent brand during its initial growth period. In September 2021, Levi Strauss & Co. purchased the company for $400 million, bringing the label into the portfolio of the established American apparel group. The transaction gave Beyond Yoga access to the resources and distribution capabilities of a larger parent while preserving its distinct brand identity within Levi Strauss & Co.'s broader portfolio. Beyond Yoga is a subsidiary rather than a separately listed public company, and it does not have an independently reported stock ticker. The company continued to develop its consumer-facing identity after the acquisition. In 2025, it introduced a new brand platform and creative campaign centered on an original spoken-word anthem written and performed by Issa Rae. The initiative represented a move to articulate the brand through a broader cultural and emotional message rather than relying only on product descriptions or category advertising. Nancy Green has served as chief executive officer since 2024. Under its current ownership, Beyond Yoga remains an activewear and lifestyle brand operating from the United States with international reach. Public reference material identifies its principal categories and major ownership events, but does not provide a complete independently verified breakdown of revenues, store counts, detailed product architecture, or geographic sales mix.
History
Beyond Yoga was formed in 2005 by Jodi Guber Brufsky and Michelle Wahler and officially launched in 2006. From its Los Angeles base, the company developed an apparel proposition situated between yoga clothing, activewear, and casual lifestyle dressing. Its products were associated with comfort-oriented fabrics, flexible silhouettes, and use across both exercise and everyday settings. The brand's development took place during the expansion of the athleisure category, as consumers increasingly adopted athletic-inspired clothing outside gyms and studios. Beyond Yoga's focus was not limited to technical sports performance. It also competed through tactile comfort, flattering construction, styling versatility, and an effort to serve a broader range of body types and sizes. This gave the company a distinct position within the premium yoga and activewear segment, alongside larger and better-known international competitors. A major turning point came in September 2021, when Levi Strauss & Co. acquired Beyond Yoga for $400 million. The transaction changed the company's ownership while leaving Beyond Yoga as a recognizable standalone brand within Levi Strauss & Co.'s portfolio. The acquisition connected a growing activewear label with a large, established apparel company and provided the parent group with exposure to the yoga and athleisure market. Leadership subsequently included Nancy Green, who became chief executive officer in 2024. In 2025, Beyond Yoga launched a new brand platform and creative campaign built around an original spoken-word anthem written and performed by Issa Rae. The campaign broadened the brand's communications beyond individual garments and presented a more culturally oriented expression of its identity. Beyond Yoga remains an active brand headquartered in Culver City, California, with operations in the United States and international markets. Available reference material confirms its founding, launch, acquisition, leadership, and 2025 campaign, but does not establish a detailed chronology of individual collections, retail locations, financial performance, manufacturing arrangements, or subsequent ownership changes. Those areas therefore remain outside this dossier unless independently documented.
- 2025
New brand platform introduced
[1]The company launched a new brand platform and campaign featuring an original spoken-word anthem by Issa Rae.
- 2024
Nancy Green becomes chief executive
[1]Nancy Green began serving as Beyond Yoga's chief executive officer.
- 2021
Acquired by Levi Strauss & Co.
[1]Levi Strauss & Co. acquired Beyond Yoga in September for $400 million.
- 2006
Official brand launch
[1]Beyond Yoga officially launched as a yoga and athleisure apparel brand.
- 2005
Company formed
[1]Jodi Guber Brufsky and Michelle Wahler formed Beyond Yoga in Los Angeles.
Products and positioning
Premium comfort-led athleisure with an emphasis on yoga apparel, soft fabrics, versatility, and inclusive fit.
Yoga apparel
Yoga leggings and pants
Yoga leggings and pants are central to Beyond Yoga's assortment. They represent the brand's comfort-led approach to activewear, combining stretch-oriented construction with silhouettes intended for yoga, low-impact activity, travel, and everyday athleisure dressing. The available reference material does not identify specific named collections or individual product generations.
Activewear
Sports bras
Beyond Yoga offers sports bras as part of its activewear range. These products complement its yoga bottoms and are positioned for coordinated exercise and leisure outfits. Public reference material identifies the category but does not provide verified details about support levels, technical specifications, or named lines.
Activewear
Activewear tops
The brand's activewear tops extend beyond bottoms and bras into apparel for yoga, casual movement, and athleisure use. They reflect Beyond Yoga's emphasis on softness, ease, and versatility rather than a narrowly specialized competitive-sports proposition.
Athleisure
Casual activewear
Beyond Yoga also operates in casual activewear, offering clothing intended to transition between exercise and daily life. This broader category supports the brand's athleisure positioning and helps distinguish it from labels focused only on studio performance or technical training.
Marketing campaigns
- 2025New brand platform and Issa Rae spoken-word campaign
United States · International
Beyond Yoga launched a new brand platform supported by an original spoken-word anthem written and performed by Issa Rae. The campaign used a prominent creative collaborator and an authored audio message to express the brand's identity at a broader cultural level.
Brand decisions
2025
Expansion of brand platformStrategyBackground
Beyond Yoga sought to articulate its brand identity through a broader creative platform rather than relying solely on product-category communication.
Action taken
The company launched a new brand platform and a campaign built around an original spoken-word anthem by Issa Rae.
2021
Levi Strauss & Co. acquisitionM&ABackground
Beyond Yoga was an independent Los Angeles-based yoga and athleisure brand operating in a growing activewear market.
Action taken
Levi Strauss & Co. acquired the company in September 2021 for $400 million.
Aftermath
Beyond Yoga became a subsidiary of Levi Strauss & Co. and continued to operate under its own brand identity.
Acquisition price. $400 million (September 2021)
Recent events
- 2025
Beyond Yoga launches a new brand platform with Issa Rae[1]
Campaign
Beyond Yoga introduced a new brand platform and creative campaign featuring an original spoken-word anthem written and performed by Issa Rae.
- 2024
Nancy Green becomes Beyond Yoga chief executive[1]
Leadership change
Nancy Green began serving as chief executive officer of Beyond Yoga in 2024.
- 2021
Levi Strauss & Co. agrees to acquire Beyond Yoga[1]
M&A
Levi Strauss & Co. purchased Beyond Yoga in September 2021 for $400 million, making the Los Angeles-based activewear label a subsidiary of the apparel group.
Sources3 sources
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