In recognition of the International Day of the Yoga (June 21), Lululemon has announced that it will donate 100 percent of its revenues from this day to nonprofits dedicated to promoting yoga and meditation. 

The organizations that will benefit from Lululemon’s sales are ones that partnered with the Vancouver-based company’s Here to Be, a social-impact program that supports charitable yoga-championing institutions around the world.

These include Vinyasa Yoga for Youth, a Saskatoon-based group that empowers youth through the practice of the discipline; Love Your Brain Ottawa, which helps those affected by traumatic brain injuries through yoga and meditation sessions; and the Yoga Mala Foundation, a Montreal-based agency that specializes in outreach yoga programs for low-income individuals and those in need.

Lululemon estimates that it will raise more than $1.3 million on Thursday (June 21) for the cause. These profits represent 16 percent of sales from Lululemon stores and online after returns, discounts, and sales taxes.

“Cultural, geographic, physical and financial barriers remain today that stand in the way of people participating in yoga or meditation,” Celeste Burgoyne, Lululemon’s executive vice president of the Americas, said in a media release. “Through Here to Be, Lululemon and our guests can support grassroots groups focused on well-being in our communities and around the world.”

Since launching in 2016, Here to Be has contributed over $5.4 million to 300-plus nonprofit organizations in 27 countries. For more information about the program, click here.