lululemon BottleRock

Over the course of BottleRock Napa’s three day festival weekend, Moment Dept. documented the lululemon Roller Rink, an immersive dance experience on wheels created in celebration of the brand’s Align No Line campaign.

Coverage highlighted the custom installation, guest experience, live DJ sets, product integration, and appearances from VIPs, wellness influencers, and brand ambassadors. As guests skated in pieces from the Align range, the Roller Rink became a destination of its own, bringing movement, music, and community together within the festival.

The resulting content captured how lululemon introduced new audiences to the Align franchise while extending the campaign beyond the rink through social sharing, influencer amplification, and meaningful guest engagement.