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.
What's Driving This Trend
- Outdoor Urban Gyms
- Disruptive innovation opportunity: Creating outdoor gym spaces in urban areas to provide unique fitness experiences.
- Fitness Activations
- Disruptive innovation opportunity: Hosting interactive events and activations to engage with consumers and educate them about fitness products.
- Exclusive Marketing Campaigns
- Disruptive innovation opportunity: Implementing exclusive slogans and messaging to differentiate from brands that focus on inclusivity and aspiration.
Who This Affects Most
- Fitness Supplements
- Disruptive innovation opportunity: Developing new and innovative fitness supplements to cater to the needs of urban gym-goers.
- Outdoor Fitness Equipment
- Disruptive innovation opportunity: Designing and manufacturing specialized outdoor fitness equipment for urban gym setups.
- Event Planning and Activation
- Disruptive innovation opportunity: Providing creative and engaging event planning services for fitness brands looking to connect with their target audience.
