2025 Lululemon “Summer Sweat Games” kicked off in June 2025 across 42 cities and 161 stores in China, attracting nearly 6,000 participants and engaging over 16,000 people in total, setting a new record for scale. Brand ambassadors, comedian Jia Ling and Olympic swimming champion Wang Shun, promoted the core message “Move and feel good.” The upgraded format introduced a playful mascot team called the “Kettlebell Squad” and incorporated team-based, fun challenges that highlighted the spirit of community connection. Throughout the summer, the campaign reinforced the brand’s seasonal theme of “Sweat, Fun, and Connection,” sparking a nationwide fitness wave.
Takeaways:
- Identity and social bonding: By joining such events, participants signal shared consumption power, aesthetics, and lifestyle aspirations. The larger the scale and the more people move together, the stronger the sense of belonging and collective identity, turning shared experiences into lasting memories that deepen trust and loyalty to the brand.
- Community-driven format with celebrity engagement: Through a mix of offline activations, online user-generated sharing, and celebrity participation, the campaign expanded reach beyond the fitness community, achieving true cross-circle visibility.
