What is the trend of upcycled fashion?

Opportunity for fashion brands to create innovative products by repurposing old materials, like turning sofas into custom running shoes.

What is the trend of gamified fitness?

Companies can use gamification techniques, like offering custom running shoes as rewards, to motivate people to exercise and lead a healthy lifestyle.

What is the trend of sustainable marketing?

Brands can engage consumers by promoting sustainable initiatives, such as the Vittel Couch Converter campaign that repurposes old couches into shoes.

What are the implications for the fashion industry?

The fashion industry can leverage the trend of upcycled fashion by incorporating innovative materials and designs in their products.

What are the implications for the fitness industry?

Fitness industry has the potential to adopt gamification techniques to incentivize people and make exercising more fun and engaging.

What are the implications for the sustainability industry?

Sustainability-focused businesses and marketers can utilize initiatives like the Vittel Couch Converter campaign to promote their environmental efforts and engage customers.

Couch-Converting Campaigns : custom running shoes

Couch-Converting Campaigns

Vittel is Motivating People to Exercise with Custom Running Shoes

Alyson Wyers — March 5, 2015 — Fashion

References: couchconverter & springwise

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In an effort to motivate people to exercise, a water company is turning old couches into custom running shoes. The Vittel Couch Converter is providing footwear-based incentive for people to engage in an active and healthy lifestyle. It's also a bit of a bonus for the environment, as old sofas find new life.

The marketing campaign is a clever spin on the idea of a couch potato and hopes to encourage Europeans to get off their couches and go for a run, jog or walk. To get their custom running shoes, customers send a picture of their chesterfield to Vittel along with a cut of the fabric. Designers and shoemakers then use the fabric to make new kicks.

Trend Themes

Upcycled Fashion — Opportunity for fashion brands to create innovative products by repurposing old materials, like turning sofas into custom running shoes.
Gamified Fitness — Companies can use gamification techniques, like offering custom running shoes as rewards, to motivate people to exercise and lead a healthy lifestyle.
Sustainable Marketing — Brands can engage consumers by promoting sustainable initiatives, such as the Vittel Couch Converter campaign that repurposes old couches into shoes.

Industry Implications

Fashion — The fashion industry can leverage the trend of upcycled fashion by incorporating innovative materials and designs in their products.
Fitness — Fitness industry has the potential to adopt gamification techniques to incentivize people and make exercising more fun and engaging.
Sustainability — Sustainability-focused businesses and marketers can utilize initiatives like the Vittel Couch Converter campaign to promote their environmental efforts and engage customers.

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