The New Year sees Life Style Sports, Ireland biggest sports retailer, launch a new campaign encourage and motivate consumers to ‘take on January’ after the Christmas break
The objective is to help its customers achieve their New Year’s fitness goals and to look the part while doing wearing Life Style Sports’ new ‘Bring Your A Game’ collection 9ncluding the best in innovative new and updated pieces from Nike, adidas, Under Armour, Asics, Reebok and others).
A campaign and range that aim to motivate and inspire a new running and fitness regime for the year ahead.
The core of the initiative, which replaces the brand’s previous ‘Achieve Your awesome’, sees the brand recruit four up-and-coming Irish health and fitness influencers (from different disciplines) and ‘gave them a common enemy – January’.
These new brand endorsers – yoga instructor and fitness fanatic Molly Mc Keever (@pocket_molly), CrossFit fanatic John O’Meara (@john.om), cardio, dance and pilates instructor Jade O’Connor (@rebelbarre) and mModel and fitness enthusiast Padraig Pendred (@pazzer_) – were challenged to ‘Bring their A Game’ and take on the biggest fitness month of the year.
The influencers sat at the heart of the campaign and aimed to provide inspiration to the Life Style Sports audience to themselves kick-off a fitness regime.
Developed in harness with Core Media digital agency Radical, this campaign was initially teased socially pre-Christmas on its own social channels,
January is coming. Get ready to change your game. #MyAGame pic.twitter.com/4hqYCNyTKI
— Life Style Sports (@lifestylesports) December 28, 2016
and via partnerships such as with Run Ireland.
Then the flagship commercial launched just after the New Year (3 January) as consumers turned their attention to the usual January health and fitness drive.
The spot, which includes the tagline: ‘New year, new rules. First day to last, we’re going to kick January’s ass’ aims to drive viewers online to the retailer’s purchasing platform (at http://www.lifestylesports.com/icat/r…) where they can ‘shop here for all your fitness needs this January’
The spearhead spot was amplified across the brand’s digital platforms and social media sites including Twitter,
The days might be cold, but things are about to heat up. January, get ready to sweat. #MyAGame pic.twitter.com/ir5FcGw0jE
— Life Style Sports (@lifestylesports) January 3, 2017
along with additional support executions linked via the campaign’s #MyAGame hashtag from both ambassadors and consumers alike.
Spin Talk's Lauren met with @pocket_molly to practice yoga yesterday Keep an eye out for her blog this week #MyAGame @lifestylesports pic.twitter.com/V4udQKegzr
— SPIN 1038 (@spin1038) January 25, 2017
According to Life Style Sports, the initiative isn’t simply about working harder, lifting more or running faster, it’s a movement centred programme anchored in ‘positivity and renewed self-belief’ that aims to support fitness-fans in both ‘upping their ante’ and ‘making a style statement’.
Activative Comment:
Since its January launch, thus far the campaign has notched up 43,008 views on the brand’s YouTube channel, plus 58,000-plus on its Facebook page (as well as plenty of other engagement across Twitter and its other channels).
The campaign joins other fitness brand January motivational initiatives such as Reebok’s 2017 local #GymPickUpLines (see case study) and its 2015 global ‘Be More Human’ (see case study).
Links:
Life Style Sports
https://www.youtube.com/user/LifestyleSports1
http://www.lifestylesports.com/
https://twitter.com/lifestylesports
https://www.facebook.com/LifestyleSports1
https://www.instagram.com/lifestylesports/
http://blog.lifestylesports.com/
Radical
