As the NBA 2021/2 season got underway, hoops mega star LeBron James joined the growing stable of sports stars endorsing at-home fitness brand Tonal and fronted a new campaign focusing on the LA Lakers player’s total dedication on and off the court.
James, who has taken an undisclosed financial stake in the company, fronts the commercial created by agency R/GA and directed by Paul Hunter. The spot sees a shirtless James working out on the digitally connected at-home gym machine as he uses his voice to narrate how he gained his strength.
“Everything you see me do was made possible by what you don’t see, because when you’re not looking, I go to work,” he states. “We all have the strength to see what’s possible, it’s up to us to unlock it.”
The creative highlights how James always pushes himself and puts in the work. The spot proposes that it is his ‘dedication paired with skill and tenacity’ that helps him exceed the goals he sets for himself. It also drives home the message that Tonal’s approach to the ‘future of fitness’ enables him to elevate his game and to train smarter using personalised digital weight and artificial intelligence to continue to dominate on and off the court.
The ‘LeBron James. Powered by Tonal’ campaign launched on 13 October as the NBA season tipped off and spanned television and online platforms and the spearhead commercial is backed by a ‘LeBron x Tonal BTS’ online video.
“What’s kept me at the top of my game for so many years? Dedication. That’s it” states James who goes on to outline how Tonal helps level up his training.
Learn more about our partnership: https://t.co/yple3ywNyK
— Tonal (@tonal) October 13, 2021
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According to Tonal, James was initially introduced to the brand by his personal trainer Mike Mancias who serves on Tonal’s advisory board.
The hoops star joins a list of sports stars who have backed the brand including Serena Williams, Stephen Curry, Maria Sharapova, Michelle Wie, Paul George and Larry Fitzgerald.
Congratulations to Tonal investor Steph Curry on securing the NBA scoring title & joining Michael Jordan, Wilt Chamberlain and Kareem Abdul-Jabbar as as the only players with multiple scoring titles, MVPs and championships.
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(Photo credit Noah Graham, NBA Photos/Getty Image) pic.twitter.com/YdMvSAQPw1— Tonal (@tonal) May 18, 2021
The brand also partnered with WNBA champion and Olympic gold medalist Sue Bird to star in its 2020 Olympics ad.
Top overall Draft Pick. 4x Basketball Champ. All-Time Assist Leader. Just a few of our favorite ways to describe the legend @S10Bird. Sue uses Tonal to get — and stay — mentally and physically prepared for her toughest competition. Visit the link in our bio for more details. pic.twitter.com/RINsDkvoJV
— Tonal (@tonal) July 22, 2021
The endorsement strategy is part of Tonal’s approach to use an extensive network of fitness and lifestyle influencers to attest to the credibility of the product.
“I think that authenticity and credibility of people you can trust knowing and loving the product is a really important part of our marketing strategy,” said Tonal Chief Marketing Officer Christ Stadler. “For someone like Lebron who has access to the best equipment, the best trainers, the best technology in the world, when he discovered Tonal I think that was a big unlock for his training.”
Tonal, which describes itself as ‘the world’s smartest home gym’, was founded in 2015 and its strength-training machines provides users with virtual coaches and personalized workouts using a digital weight system that uses magnets and electricity rather than traditional metal weights.
Tonal’s growth strategy is built around growing its retail presence via showrooms where interested buyers can test out the fitness system. It currently has seven showrooms, including in Chicago and New York.
70% of Tonal customers have made purchases for the device online, while 30% of buyers have visited a showroom.
Tonal is a key part of the US exploding at-home fitness category alongside rivals such as Mirror and Peloton who also use celebrities and athletes to push products.
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