Michelob ULTRA, the premium beer for adults who lead active lifestyles, is engaging its core consumer with Movement LIVE by Michelob ULTRA, a unique live fitness experience. This summer, in partnership with Live Nation and Rumble Boxing, Michelob ULTRA is welcoming people into a high-energy experience of fitness, fun and music.
As part of the multi-city tour, attendees will get to participate in a 45-minute shadow boxing and strength workout hosted by Team ULTRA fitness pros and led by Rumble trainers, and then join a post-workout celebration and dance party.
The tour kicks off in Charlotte, Houston and Denver, followed by stops in Atlanta, Chicago and Dallas. As Ricardo Marques, Vice President of Marketing, Michelob ULTRA, says, "This year's tour marks a new era for Movement LIVE and is a refreshing reminder that it's only worth it if you enjoy it."
Why This Trend Is Growing
- Live Fitness Experiences
- The multi-city workout tours by Michelob ULTRA showcase the growing trend of immersive fitness experiences that combine exercise, entertainment, and music.
- Branded Fitness Partnerships
- Partnerships between brands like Michelob ULTRA and fitness companies like Rumble Boxing highlight the trend of collaboration to create unique fitness events.
- Active Lifestyle Marketing
- Michelob ULTRA's Movement LIVE tour demonstrates the trend of brands targeting consumers with active lifestyles and engaging them through experiential marketing.
Industries Being Reshaped
- Fitness & Wellness
- The fitness and wellness industry can explore opportunities to collaborate with beverage brands to create immersive fitness experiences that attract a wider audience.
- Event Management
- Event management companies can tap into the trend of live fitness experiences by offering their expertise in organizing and executing unique fitness events for brands and consumers.
- Alcoholic Beverages
- Alcoholic beverage companies can look into partnering with fitness brands to create innovative marketing campaigns that promote their products to consumers with active lifestyles.
