agency partner
Pinch
To launch lululemon’s Summer 2025 Align campaign—Live Like You Are Alive—Salt and Pinch transformed Napa Valley’s BottleRock music festival into a vibrant celebration of movement and summer energy. We designed and produced an unmissable roller rink activation that brought the Align franchise’s buttery-soft, distraction-free design to life through play, music, and community.
agency partner
Pinch
Our ALIGN ACTIVATION put the campaign’s idea into practice
dance party
on wheels
Guests skated in products from lululemon’s Align range, engaged with wellness influencers, and shared the experience widely across social media. Complete with live DJ sets, product integration, custom styling, and premium festival design, the rink became one of the most talked-about activations of the weekend.
The experience not only introduced new consumers to the Align franchise but also reignited cultural excitement and product discovery at scale. With continuous foot traffic, influencer amplification, and meaningful guest engagement, the activation extended lululemon’s presence far beyond the rink—delivering on key campaign objectives and reminding festival-goers that summer movement is movement that matters.
