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CHINA – LULULEMON SCUBA™ MOVEMENT THEATER: CHEER FOR YOURSELF
VOK DAMS has already realized many extraordinary projects, bringing brands to life, connecting people, and making a lasting impact. A striking recent example is the Scuba™ Movement Theater, implemented for lululemon at the Hangzhou World Tourism Expo Hall in mid-September 2025.
The assignment was to develop lululemon’s first cheerleading-inspired Movement Theater to showcase the Scuba™ series. Cheerleading served as a creative platform to present the collection in a bold and unconventional way.
The goal was clear: inspire people to move, feel energized, and celebrate themselves. Instead of a classic product presentation, the Scuba™ collection was brought to life through dynamic lifestyle performances. Media representatives were invited to cover the highlights, from celebrity appearances and exclusive interviews to the brand’s message and products.
Under the motto “Cheer for yourself”, the stage became a fusion of movement, style, and celebration culture, creating a one-of-a-kind experience. More than 300 guests—including key opinion leaders, athletes, and celebrities—were not only spectators but also active participants, joining the “cheer squad” and shaping the event’s vibrant atmosphere.
Interactive stations for personalization
The reception immediately set the tone: a student marching band and cheerleaders welcomed guests at the entrance square, creating an electrifying mood. Visitors then entered the Cheer Garden, where interactive DIY stations allowed them to design personal pom-poms, bracelets, necklaces, and cheer pins.
Before reaching the Movement Theater, guests explored an immersive locker room installation showcasing lululemon products, with celebrity outfits of the day displayed in special lockers. The sleek, minimalist design emphasized the details and performance features of the brand.
A dome full of movement
Inside the dome-shaped Movement Theater, the iconic lululemon logo was reimagined as a giant gym mat surrounded by grandstands. Four university cheerleading teams—Guangxi Normal University, Xihua University, Wuhan Sports University, and Huaihua University—delivered powerful performances alongside celebrity guests.
Highlights included:
- Wang Liuyi & Wang Qianyi, synchronized swimming world champions, with a dance inspired by their Paris victory.
- Lin Yanhan & Lin Yanjun, world champion sisters, combining rhythm and strength.
- Dong Sicheng, actor and singer, in a dynamic flag dance.
- Xia Meng, actress, leading the marching band and cheer squad.
- Amber Liu, lululemon brand ambassador and music artist, closing the show with high energy.
From start to finish, the Movement Theater was a celebration of movement, style, and expression. As lululemon’s first major cheerleading-inspired event, the Scuba™ Squad perfectly embodied the motto “Cheer for yourself”, inspiring all guests to move freely and celebrate their energy.