FOR IMMEDIATE RELEASE
Hong Kong Ballet and PURE Fitness Announce Landmark Partnership
Blending Strength and Grace
Two iconic Hong Kong brands unite under “You Are More Than You Know”,
a new collaboration exploring elite performance and modern wellness.
[Hong Kong – 23 January 2026] Hong Kong Ballet (HKB) and PURE Fitness today announce a landmark partnership titled You Are More Than You Know, bringing together two of Hong Kong’s most respected institutions in movement, performance and wellbeing.
HKB’s upcoming productions like Glam Rock in April 2026 and a world premiere production inspired by Bruce Lee demand incredible energy and resilience from dancers. As part of the partnership, HKB dancers will use the facilities in PURE Fitness, PURE Yoga and Re:set by PURE. This integrated approach supports strength, conditioning, mobility and recovery, helping dancers thrive.
Built on the belief that true potential is revealed through exploration, the collaboration blends the discipline and artistry of world-class ballet with the breadth of PURE’s fitness, yoga and wellness classes. It explores how strength and grace, power, control and wellbeing are not opposites but deeply connected.
Rooted in the belief that true potential emerges through exploration, this collaboration blends the discipline and artistry of world-class ballet with the breadth of PURE's fitness, yoga and wellness offerings. This collaboration highlights the profound connection between strength and grace, power and control, artistry and wellbeing are not opposites but deeply interconnected.
From stage to studio
The dynamic partnership will also open ballet to a wider community by introducing the beauty and discipline of ballet to fitness enthusiasts while inspiring ballet lovers and people who pursue a healthy lifestyle to explore new forms of movement to foster a deeper connection between art, fitness and the Hong Kong community:
HKB x PURE workshops with Hong Kong Ballet teachers:
Pointe Fit with Hong Kong Ballet: Everyday Grace & Strength
7 and 8 February 2026 (Sat - Sun) 4pm-5:30pm
PURE Fitness, ifc mall
Details
Regular ballet-inspired group fitness classes (Pointe Fit)*, powered by Hong Kong Ballet, launching in February.
Limited-edition collaborations*, including co-branded merchandise items and a HKB-inspired smoothie at PURE’s performance food brand, nood food.
*Details to be announced.
The exciting partnership is brought to life through highly stylised imagery and a launch film shot in Hong Kong, featuring HKB dancers and PURE Fitness instructors, combining strength and grace through modern, cinematic storytelling.
Campaign vidoe: Hong Kong Ballet X PURE Fitness - Official Partners: “You Are More Than You Know”
“Ballet is about discipline and the pursuit of what’s possible. As our dancers prepare for a physically challenging new ballet based on Bruce 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 HKB.
HKB 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.”
When strength meets grace. You are more than you know.
For further information, please contact:
Hong Kong Ballet
Alexia Chow | Director of Marketing | T: 2105 9753 | [email protected]
Jane Ng | Marketing officer | T: 2105 9757 | [email protected]
Pure Group
Barry Tang | PR & Marketing Manager | T: 3691 3951 | [email protected]
Gary Wise | Chief Marketing Officer | T: 2298 5132 | [email protected]
About Hong Kong Ballet
Hong Kong Ballet (HKB) is internationally recognised as a world-class institution that represents Hong Kong’s unique character. Established in 1979 and led by Artistic Director Septime Webre since 2017, HKB has a dynamic repertoire performed by 50 dancers from all over the globe.
HKB stands out as a dynamic Hong Kong cultural ambassador, sharing its unique repertoire and style with audiences in Europe, North America, Chinese Mainland and Asia. With over 50 international tours since its founding, this year HKB will have performed or presented immersive works in Macau, Venice, New York, London, Seoul and Shanghai. HKB has won recognition both regionally and internationally. In 2024, Septime Webre’s ‘The Nutcracker – A Hong Kong Adventure’ and its community outreach activities won the Star of Outstanding Award at UNESCO’s Global Awards for World Heritage Education Innovative Cases. HKB maintains the Hong Kong Academy of Ballet, a professionally-oriented ballet school, as well as a full schedule of award-winning community programmes and crossover collaborations throughout Hong Kong to ensure ballet is accessible to all. HKB has also produced engaging original videos and dance films that have collectively garnered over 10 million views online, connecting with ballet lovers worldwide.
About the PURE Group
Founded in 2002 and headquartered in Hong Kong, The PURE Group is Asia’s leading premium lifestyle brand that includes PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, PURE Online, FUZE, and Re:set by PURE. PURE Group has locations in Hong Kong, Shanghai, Beijing and Singapore.
PURE Yoga has a wide variety of yoga and meditation classes and private yoga programmes, including workshops with renowned teachers from all over the world.
PURE Fitness offers the industry’s best from around the globe, encompassing strength and cardio training in addition to dynamic group classes led by passionate world-class instructors.
PURE Pilates offers group reformer Pilates training to tone the physique, improve postural alignment and enhance flexibility.
PURE Nutrition’s tailored programmes, nood food’s healthy-licious fuel, and FUZE’s innovative small group training add to the PURE Group’s integrated community - dedicated to helping people lead a happier, balanced 360˚ lifestyle.
Re:set by PURE takes a fresh and intelligent approach to wellness with a world-first wellness space. Science-backed modalities are tailored to each individual, providing a personalised plan led by Re:set Coaches to address targeted needs. For anyone who is burnt-out, drained or stressed – because everyone needs a mental, physical and emotional Re:set to feel their best again.
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Key Visual and photos:
HKB Dancer: Lai Nok Sze Vanessa
PURE's Yoga Teacher: Lucas Jerkander
PURE's Instructor: Dina Magat
