DW Fitness First’s ‘Its Our Time #OwnIt’ Summer Campaign Targets Female Athletes

To mark the start of the summer, to celebrate the Women’s World Cup and the spike in women’s sport, DW Fitness First partnered with international sporting goods retailer, Intersport to launch #ItsOurTime.

DW, the world’s largest privately owned health and fitness provider, launched the multi-channel campaign to champion the growing participation of female athletes this summer and to support women wherever they are on their fitness journey.

The initiative, developed in collaboration with independent creative agency Hatch London and media agency Electric Glue, brings DW Fitness First’s stable of sports brand partners – including Adidas, Reebok, Nike, Puma, Under Armour, Speedo and New Balance – together across a variety of women’s sports.

The campaign is spearheaded by 30-second, multi-brand #OwnIt commercial launched on television on 20 June

and backed by a longer version of the spot.

This was followed by a series of brand-specific films fronted by Sky Sports presenter and DW brand ambassador Anna Woolhouse who joins a team of female athletes and endorsers such as the Neilsen Sisters, Ada Hegerbeg and Gina Moses.

Each film sees Woolhouse discuss the things that inspire these women to be the best in their fields and explore what they have overcome to be such inspirational female athletes.

The videos are backed by supporting social content across the brand’s own channels.

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It's our goal. It's our moment. It's our time. Own it. With an incredible summer of sport ahead of us, today we're launching our #OwnIt campaign. Over the coming weeks, we'll be telling the inspirational stories of women in sport- first hand- through the voices and experiences of athletes themselves. Expect to hear from world-class footballers, Olympic swimmers and up-and-coming athletic stars.

A post shared by DW Fitness First (@dwfitnessfirst) on Jun 20, 2019 at 1:08am PDT

Visit DW Fitness First to take advantage of the latest exclusive offers. https://t.co/POljJ7f1s6 pic.twitter.com/ozZVnBBiaL

— DW Fitness First (@DWFitnessFirst) May 22, 2019

The campaign was created for DW Fitness First by a Hatch London team that included Creative Director Mark Harrison, Managing Director Mark Gibson and Producer Imogen Lodewyke, with media handled by Electric Glue where the Senior Client Manager was Jess Moore, the Senior Broker was Kirsty Raven and the Managing Partner was Darius Karbassioun.

Links:

DW Fitness First

https://www.dwfitnessfirst.com

https://twitter.com/DWFitnessFirst

https://www.facebook.com/fitnessfirstuk

https://www.instagram.com/DWfitnessfirst/

Hatch London

https://www.hatchlondon.io/

Electric Glue

http://electricglue.com/