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LULULEMON
Summer Sweat Games

Auditoire
2024
Activation
B2C
Beijing
LULULEMON - Summer Sweat Games

A VIBRANT, PHYSICAL INTERPRETATION OF THE BRAND'S WELLNESS CULTURE

As both a fitness competition and a collective workout initiative, lululemon's flagship community event drew crowds to Beijing’s 798 district with 12 challenges (to complete with gamified "sweat stamps"), team battles, and ambassador-led workouts. A symphony orchestra played beside an arena inspired by the Bird’s Nest, cleverly merging music (乐) with joy (乐) in Chinese wordplay.

Venue entrance, a red arche revealing a giant Lululemon dumbbell
Challenge main stage
Running track
Giant inflated lululemon dumbbell dominating the venue

Despite extreme heat, 1,765 participants embraced the conditions, forming tug-of-war teams and dancing through Tabata sessions. The event brought in 70 KOLs and 150 media, while a Douyin livestream broadcasted the national finals to virtual audiences.

Overview of the venue setup for the Lululemon SSG
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