lululemon Align at BottleRock
To bring lululemon’s Summer 2025 Align campaign, Live Like You Are Alive, to life, Pinch transformed BottleRock Napa Valley into a high energy celebration of movement, music, and self expression. At the heart of the festival experience was a custom designed roller rink, offering an unexpected invitation to move, play, and connect.
Movement, Amplified
Where wellness meets play
Designed as a joyful counterpoint to the traditional festival footprint, the rink embodied the Align franchise’s signature ease and freedom. Guests laced up their skates, took to the floor in lululemon’s buttery soft Align collection, and moved to live DJ sets that kept the energy flowing all weekend long.
Wellness influencers, custom styling moments, and design forward details turned the activation into a magnet for participation and social sharing. What began as a physical experience quickly extended beyond the rink, fueling real time content, conversation, and discovery across platforms. The result was a brand led experience that introduced new audiences to Align while reinforcing lululemon’s cultural relevance, proving that summer movement does not have to be serious to be meaningful.
