Fitness supplements brand Maxinutrition has announced its plan to open an outdoor gym in the downtown London area. The Street Gym event will be the main attraction of an activation hosted by the fitness protein brand that will take place early in 2016.
The 'It's Not For Everyone' campaign kicked off with a short film featuring boxer Amir Khan on January 5, 2016. The campaign's use of the intriguing, exclusive slogan provides a contrast to the position taken by brands like Nike that opt for a more inclusive, aspirational approach to marketing.
The outdoor gym will serve as a great space for product education for Maxinutrition and proves that creative activations are an increasingly affective way for brands to interact with consumers.