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The World’s Most Size Inclusive Fashion Brand Disrupts Tailgate Parties Across LA With Epic Cheer Squad

Featuring Choreographer Jemel McWilliams, TikTok’s Nae Nae Twins and Celebrity Backup Dancers

WHAT: Beginning the morning of Sunday, February 13, 2022, the world’s most size-inclusive fashion brand Universal Standard will kick off “Squad Goals” – a surprise and delight stunt disrupting Big Game tailgate parties all over Los Angeles.

To offer a refreshing and unexpected take on the Big Game’s typical entertainment, Universal Standard has 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 has 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 features the Nae Nae Twins, and other renowned celebrity dancers – all of whom will be outfitted in custom Universal Standard styles, which range in sizes 00-40.

This accomplished talent roster will move 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 will include 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 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 are open-air, and all talent and participants will be 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 will ensure a COVID-19 safe and compliant consumer experience.

WHO: Confirmed talent includes Jemel McWilliams, Nae Nae Twins and other celebrity dancers

WHEN: Sunday, February 13, 2022

5am – 8pm PST

WHERE: Multiple locations, Los Angeles, CA

SOCIAL: Join the conversation at#UNIVERSALSQUAD and on Instagram at @UniversalStandard


Universal Standard – the world’s most size inclusive fashion brand – has revolutionized the shopping experience, as the first and only brand to offer every style in every size from 00-40. The brand was founded in 2015 by friends Polina Veksler and Alexandra Waldman, who set out to democratize the fashion industry and promote Fashion Freedom: size equality that allows a size 2 and a size 32 to shop in the same way – using style as the only filter.

Since its inception, Universal Standard leads by example to show what the future of fashion should look like – consulting and partnering with iconic global brands about how to be more inclusive, introducing Fit Liberty, an exchange program that allows a customer to replace pieces when their size changes, collaborating with forward-thinking nonprofits to raise awareness and funds for mission-driven causes, and most simply but importantly, offering a line of high quality, elevated essentials for all people. For more information, visitwww.UniversalStandard.com


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