At VOK DAMS, we have already realized many extraordinary projects. We have brought brands to life, connected people, and made a big impact in the process. And sometimes that is literally true. A great example of this is the Scuba™ Movement Theater, which we had the privilege of implementing for the lululemon brand at the Hangzhou World Tourism Expo Hall in mid-September 2025. The task: to develop lululemon's first cheerleading-inspired Movement Theater – and thus showcase the Scuba™ series. Cheerleading served as a creative platform to present Scuba™ in an extraordinary way.

The goal: to inspire people to get moving, feel energized, and celebrate themselves. To achieve this, the Scuba™ collection was not staged in a classic product show, but in dynamic lifestyle performances. Media representatives were invited to report on the highlights of the event, celebrity appearances, exciting interviews, and the products and brand message

Under the motto “Cheer for yourself,” we created a stage where movement, style, and celebration culture merged into a unique experience. More than 300 guests—including numerous key opinion leaders, athletes, and celebrities—experienced an event that invited them not only to watch, but also to actively participate. Each guest became part of the “cheer squad,” contributing to the unique atmosphere of the event.

Interactive stations for personalization

The reception set the tone: a student marching band and cheerleaders welcomed guests in the central square at the entrance – and the atmosphere was immediately electric. From the square, visitors proceeded to the adjoining Cheer Garden. There, they could design their own personal pom-poms, bracelets, necklaces, and cheer pins at interactive stations in DIY workshops.

Before finally arriving at the Movement Theater, visitors passed through an impressive locker room installation. Lululemon products were displayed there, while special lockers showed the outfits of the day worn by celebrities. The modern, minimalist design deliberately emphasized the details and performance features of lululemon.

A dome full of movement

In the dome-shaped Movement Theater, the iconic lululemon logo was displayed as a giant gym mat surrounded by several grandstands. Four university cheerleading teams—Guangxi Normal University, Xihua University, Wuhan Sports University, and Huaihua University—put on impressive performances together with celebrity guests.

The Highlights included:

• Wang Liuyi & Wang Qianyi, world champions in synchronized swimming, performing a dance inspired by their victory in Paris.
• 
  Lin Yanhan & Lin Yanjun, world champion sisters who perfectly combined rhythm and strength.
  Dong Sicheng, actor and singer, with a dynamic flag dance.
• 
  Xia Meng, actress, who led the marching band and cheer team.
• 
  Amber Liu, lululemon brand ambassador and music artist, who closed the show with maximum energy.
  

From start to finish, the Movement Theater pulsated with energy. But the event was not just a show; above all, it was a celebration of movement and expression. As lululemon's first major cheerleading-inspired event, the Scuba™ Squad summed up the motto “Cheer for yourself” – and inspired all guests to move freely and celebrate their own energy.

Are you interested in events that stand out from the crowd? Then feel free to contact us at info@vokdams.de.

RELATED ARTICLES:

COMMUNITY NEEDS EVENT - WHY EVENTS ARE STRATEGIC RELATIONSHIP POINTS

KICK-OFF EVENTS: DRIVING BUSINESS SUCCESS WITH TEAM SPIRIT

SUSTAINABILITY AT VOK DAMS