Athletic brands offer indulgent eats to balance strenuous physical activities
Implications - An offshoot of the “halfway healthy” phenomenon, we’re seeing fitness brands that traditionally host events like marathons go one step further with indulgent consumption rewards. Offering comfort foods like pizza and burgers to those who finish races or engage in active clubs, retailers are actively expanding what it means to live and lead a healthy lifestyle, through offering more indulgent offerings often not associated with such physical activity.
Workshop Question - How might you tackle consumer hesitations around living a healthier lifestyle? How can you better balance their priorities?