'Activchill' is the name of a new line from Reebok that's designed to keep wearers comfortable even during sweaty activities with cool-to-the-touch fabric, high breathability, and moisture control features. In order to promote the cooling new activewear items to the public, Reebok set up a station at the Salon Body Fitness Paris expo that involved a stationary "assault bike."
Daring people were challenged to ride the stationary bike for a full two minutes in order to unlock Activchill items to take away. To make the challenge more interesting, the bike was hooked up to sensors to melt a block of ice in proportion to how much energy was being exerted by the rider.
Prior to this, Reebok launched a billboard that also challenged the public to test the limits of their bodies in order to walk away with free gear.
Ice-Themed Fitness Challenges
Reebok Promoted Activchill with Two-Minute Stationary Bike Rides
Trend Themes
1. Activewear Cooling Technology - An opportunity for companies to innovate by introducing new cooling technologies in activewear to enhance comfort during physical activities.
2. Interactive Fitness Challenges - An avenue for fitness companies to explore by introducing interactive challenges as a marketing strategy for promoting fitness products.
3. Sensor-based Fitness Gadgets - An opening for businesses to develop sensor-based fitness gadgets that provide real-time feedback to users and gamify the fitness experience.
Industry Implications
1. Fitness Apparel - A potential market for companies to develop temperature-regulating activewear with high breathability and moisture control features.
2. Fitness Events - A space for fitness companies to create interactive fitness challenges that attract an interested audience and create brand awareness.
3. Fitness Technology - An opportunity for companies to develop sensor-based fitness gadgets that gamify the fitness experience and provide real-time feedback to users.