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.
SCORE 4.7
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179,105 Total Clicks
Oct 16 - Oct 17
This Year and Mild
Pop CultureMarketingBusiness
Featured Examples
Branded CrossFit Challenges - Reebok's NANO BOX BATTLE celebrated the release of the Nano 7
SCORE 4.8
Average 1,176 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 4.7
Average 661 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 4
Average 358 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]
Active Teen Decor - Lululemon's ivivva Brand and PBteen Collaborated on Teen Home Decor
SCORE 4.7
Average 204 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 3.2
Mild 427 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]
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