PURE Group and HK Ballet unite to redefine performance and wellness

PURE Fitness and Hong Kong Ballet have united under “You are more than you know”, a new collaboration exploring elite performance and modern wellness.

Done in-house and via PURE’s branding and advertising agency, bloodstream, this initiative comes at a pivotal time for Hong Kong Ballet, whose upcoming productions—including “Glam Rock” in April 2026 and a world premiere inspired by Bruce Lee—demand extraordinary energy, strength, and resilience from its dancers.

As part of the partnership, Hong Kong Ballet dancers will gain full access to PURE Fitness, PURE Yoga, and Re:set by PURE, supporting their training through integrated resources for strength, conditioning, mobility, and recovery.

Rooted in the belief that true potential is uncovered through exploration, the collaboration merges the discipline and artistry of world-class ballet with the breadth of PURE’s fitness, yoga, and wellness offerings. It challenges traditional boundaries—showing that strength and grace, power and control, wellness and performance are not opposites, but deeply interconnected.

Beyond performance, the partnership aims to deepen the connection between art, fitness, and community. It will introduce ballet to fitness enthusiasts and inspire ballet lovers and wellness seekers to explore new forms of movement.

Initiatives include workshops with Hong Kong Ballet teachers, regular ballet-inspired group fitness classes, powered by Hong Kong Ballet, launching in February. Limited-edition collaborations, including co-branded merchandise items and a Hong Kong Ballet-inspired smoothie at PURE’s performance food brand, mood food.

Targeting broad, wellness and culture-loving group with a focus on young professionals, the partnership is brought to life through highly stylised imagery and a launch film shot in Hong Kong, featuring Hong Kong Ballet dancers and PURE Fitness instructors, combining strength and grace through modern, cinematic storytelling.

The campaign will be amplified via social media - organic and paid; communications to PURE and HK Ballet communities via email, app marketing and in-club activities; PR; as well as digital out-of-home placements.

“Ballet is about discipline and the pursuit of what’s possible. As our dancers prepare for a physically challenging new ballet based on Lee’s life and legacy, partnering with PURE will allow us to discover new dimensions of strength and artistry where ballet’s precision meets the science of movement,” said Septime Webre, artistic director of Hong Kong Ballet. 

Hong Kong Ballet executive director Heidi Lee shared, “Hong Kong Ballet has always been pushing boundaries—not only on stage but also in the community. We continue to contribute meaningfully to the city’s cultural landscape in diverse ways. We bring Hong Kong’s unique ballet culture and aesthetics to broader stages, expanding the cultural footprint of the city.”

Daniel Ball, PURE Group fitness director, added, “'You are more than you know' reflects our belief that exploration unlocks potential. This collaboration brings that idea to life in a powerful, contemporary way.”

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