Celebrity Name: Sofi Tukker (Sophie Hawley-Weld & Tucker Halpern)
Brand Name: Beyond Yoga
Deal Type: Brand Partnership — Experiential Marketing Event & Campaign Collaboration
Announced: March 23, 2026
Impact: Expands Beyond Yoga’s cultural footprint in music and experiential wellness, while positioning Sofi Tukker as lifestyle-forward talent attractive to brands seeking community-focused, movement-led campaigns
- Sofi Tukker headlined Beyond Yoga’s “Seek Beyond: Open Air” event on March 22, 2026, marking the Spring Equinox with a live DJ set at Franklin Canyon Park in Los Angeles.
- Beyond Yoga’s “Seek Beyond” platform is an always-on cultural campaign promoting joy, growth, and community, with this outdoor event serving as the latest activation alongside the launch of its Spring 2026 Seek Beyond Collection.
- The experience blended music, nature, and movement, starting with a guided summit hike and flowing into an exclusive outdoor DJ set by the GRAMMY-nominated electronic duo, drawing fans and fitness lovers together.
- The partnership reflects a strategic brand shift for Beyond Yoga, owned by Levi Strauss & Co., moving from performance apparel into a broader active-lifestyle identity through community-first, music-backed storytelling.
Beyond Yoga, the LA-born premium activewear brand owned by Levi Strauss & Co., rang in the Spring Equinox in a big way, partnering with GRAMMY-nominated DJ duo Sofi Tukker for its latest “Seek Beyond: Open Air” experience in Los Angeles.
Held at Franklin Canyon Park on March 22, 2026, the community event kicked off with a guided hike to the summit before guests were welcomed into a custom-built open-air music venue.
The afternoon featured exclusive Seek Beyond merchandise and curated refreshments, culminating in a high-energy DJ set by Sofi Tukker, the duo of Sophie Hawley-Weld and Tucker Halpern, whose set brought the Spring Equinox celebration to life.
The activation also marked the debut of Beyond Yoga’s Spring 2026 Seek Beyond Collection, featuring soft garment-dye sets, fresh Spacedye color drops, and new fabrics like Fade Out Terry and SoftWash Linen.
The partnership is a natural fit. Sofi Tukker, known for chart-topping hits like “Drinkee” and “Best Friend,” released their third studio album BREAD in August 2024 and are currently on their 2026 “Tuck & Soph” tour, with upcoming dates at Breakaway Music Festival Dallas (April 10), XS Nightclub at Wynn Las Vegas (April 11 & May 17), and Pinkpop 2026 in the Netherlands (June 20).
Just as Dua Lipa partnered with YSL Beauty for the “Loveshine Nude” campaign and Cardi B teamed up with Yahoo Mail for an AI Planner campaign, this deal shows that brands are increasingly looking to artists whose identity, not just their fame, authentically aligns with the campaign’s message.
Beyond Yoga CEO Nancy Green summed it up well: community, nature, and Sofi Tukker’s infectious energy made it a day that reminded everyone why showing up in person still matters.
Takeaways
This partnership is more than a one-day event, it’s a signal of where smart activewear brands are heading. Rather than slapping a celebrity face on a product launch, Beyond Yoga built an experience that put the community first, the product second, and the music as the glue holding it all together. That’s a brand-building formula that creates real loyalty, not just a social media spike.
Sofi Tukker is a particularly sharp pick here. The duo’s music is rooted in movement, joy, and inclusivity, the exact emotional language Beyond Yoga has been trying to own since its founding in 2005.
By the time guests reached the summit and the DJ set began, the brand had already done its job: it made people feel something. The Spring 2026 collection was just the natural extension of that feeling.
Could this Sofi Tukker x Beyond Yoga partnership evolve into a long-term brand ambassador deal or was this a one-time activation? Does partnering with an EDM act rather than a traditional wellness influencer help Beyond Yoga tap a younger, lifestyle-forward demographic?
