Beginning the morning of Sunday, February 13, 2022, the world’s most size-inclusive fashion brand Universal Standard kicked off “Squad Goals”—a surprise and delight stunt disrupting Big Game tailgate parties all over Los Angeles.
Offering a refreshing and unexpected take on the Big Game’s typical entertainment, Universal Standard organized an impressive cheer squad to hype up tailgate parties with over-the-top flash mob performances that celebrate inclusivity in fashion and beyond. The brand tapped Emmy-nominated and critically acclaimed choreographer Jemel McWilliams, best known for his work with Lizzo, John Legend, Alicia Keys, Janelle Monae, and more, to lead the cheer squad, which featured the Nae Nae Twins, and other renowned celebrity dancers—all of whom were outfitted in custom Universal Standard styles, which ranged in sizes 00-40.
This accomplished talent roster moved around the SoFi stadium tailgate, as well as other tailgates and watch parties throughout the city, performing for fans gearing up for the Big Game. Specific performances included grand choreographed dances set to an upbeat mashup of iconic 80s hits, cheers, and chants encouraging inclusivity, inspiring signage, and more.
In line with the brand’s mission to democratize the fashion industry, Squad Goals celebrates all of us, as we are, whether a size 2 or a size 20.
“Joining forces with Universal Standard has been an honor, a privilege, and a no-brainer. I am thrilled to expand Universal Standard’s inclusive mission to the world of football through celebration, dance, and positivity,” said Jemel McWilliams. “It means so much to me to be a part of this revolutionary performance, which I hope sets the stage for how brands show up in sports, fashion, and all other industries in the future. As a working professional in entertainment, it has always been so heartbreaking to see some of my dancers and artists feel underrepresented or underappreciated when it comes to wardrobe, casting, and the industry in general. Universal Standard and I are aligned with the idea that there is room for all of us. Everyone should feel included.”
“We are so excited to dance alongside Universal Standard with an amazing cheer squad that actually feels representative of the world we live in, said the Nae Nae Twins. “Football has never seen a cheer squad like this before! We can’t wait to dance with fans all across the city and celebrate them for who they are.”
“At Universal Standard, we know that in order to spark change, our promise to revolutionize the shopping experience must extend beyond the four walls of our showroom. This year, it took us to the Big Game, where we joined forces with the entertainment industry’s most talented to celebrate fans and hopefully inspire important conversations about equality in fashion,” said Alex Waldman, Universal Standard Co-Founder.
All events were open-air, and all talent and participants were required to show proof of COVID-19 vaccination or a negative PCR test result dated within 72 hours. Through city and county guidelines, the activation ensured a COVID-19 safe and compliant consumer experience.
