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Wellness Cult

Fitness brands collaborate with adjacent industries to expand their reach

Certain fitness brands are able to create a cult-like following within them, and what these brands have in common is their ability to expand their reach outside of the specific health-related principles they were founded upon. By collaborating with brands in adjacent, sometimes seemingly unrelated industries, these brands are able to expand their reach and influence in the lives of consumers in a more all-encompassing way, in addition to having more visibility in general. This focused collaboration serves to enhance the perceived culture associated with the brands, giving consumers both the opportunity and the motivation to pursue anything associated with them.

Workshop Question - How can your brand expand its reach into adjacent industries to create more loyal consumers?

SCORE 4.2

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5 Featured, 45 Examples: 195,037 Total Clicks

Date Range: Oct 16 - Oct 17

Trending: Mild

Consumer Insight Topics: Pop Culture Marketing Business

Featured Examples

Branded CrossFit Challenges - Reebok's NANO BOX BATTLE celebrated the release of the Nano 7

SCORE 4.6

Average 1,392 Clicks Pub: Jan 19, 17

Branded CrossFit Challenges

Reebok's NANO BOX BATTLE celebrated the release of the Nano 7

To celebrate the release of its new CrossFit-specific running shoes, Reebok hosted a NANO BOX BATTLE at its Reebok Fithub in King’s Road. Not only did the event give consumers a chance to come... [More]

Collaborative Activewear Apparel - This J Crew and New Balance Collection Expands Beyond Footwear

SCORE 4.5

Average 685 Clicks Pub: Oct 26, 16

Collaborative Activewear Apparel

This J Crew and New Balance Collection Expands Beyond Footwear

While J Crew and New Balance have been partners in creating lifestyle sneakers for more than a decade, the duo is now expanding into the creation of activewear with a new collection. The... [More]

Spin Class Wedding Gifts - SoulCycle Teamed Up with Zola for a Special Wedding Registry Offer

SCORE 3.6

Mild 385 Clicks Pub: Aug 24, 17

Spin Class Wedding Gifts

SoulCycle Teamed Up with Zola for a Special Wedding Registry Offer

As fitness has become a top priority for many young people, the wedding registry platform Zola has teamed up with SoulCycle for an exclusive wedding registry offer. With Zola, couples can now... [More]

SCORE 4.3

Average 241 Clicks Pub: Jul 12, 17

Active Teen Decor

Lululemon's ivivva Brand and PBteen Collaborated on Teen Home Decor

ivivva (Lululemon’s youth brand) recently collaborated with PBteen (Pottery Barn’s line for teenagers) on the creation of a teen home decor capsule collection. The collection for teens... [More]

Cycling Studio Ambassador Programs - The SoulCycle College Ambassador Program Promotes Fitness

SCORE 2.8

Mild 509 Clicks Pub: Jul 13, 17

Cycling Studio Ambassador Programs

The SoulCycle College Ambassador Program Promotes Fitness

With a growing number of college-aged kids taking an interest in physical fitness, SoulCycle has launched its very own College Ambassador Program. With the goal of showing more students the benefits... [More]