# Bulging Belly Fitness Campaigns The Penalty Running Shoes Ads Advocate Healthier Lifestyles By Meghan Young | Published 2011-06-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/penalty-running-shoes References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/06/penalty-t-shirt-pants-shoes-shirt/) The Penalty Running Shoes ad campaign targets one of our biggest concerns (quite literally) when it comes to being out of shape. These bulging belly print ads may not be pretty, but they will surely get you looking at your own stomach in a different light. In fact, it will definitely inspire you to grab a pair of Penalty Running Shoes and head outside or to the nearest treadmill to do something about it. Conceived by Brazil-based ad agency Z, the Penalty Running Shoes ad campaign actually equates each jutting torso with a [long-distance run](https://www.trendhunter.com/trends/craft-sportswear-brand-film), driving home the point that something can be done about [overweight issues](https://www.trendhunter.com/trends/reform-the-rules). The Penalty Running Shoes campaign was photographed by Rodrigo Ribeiro and illustrated by Boreal. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 48% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Health Awareness Campaigns:** Opportunity for businesses to create advertising campaigns that promote healthy lifestyles and products. - **Body Positivity Movement:** Opportunity for businesses to promote accepting and loving one's body, regardless of size or shape. - **Fitness Apparel Innovation:** Opportunity for businesses to innovate and create products that are comfortable and supportive for people of all shapes and sizes. ### Where This Applies - **Athletic Footwear:** Companies can create and advertise running shoes that are designed for overweight individuals. - **Fitness Equipment:** Companies can innovate and create equipment that is more accommodating and encouraging for overweight individuals. - **Advertising:** Companies can create campaigns that aim to educate and inspire individuals to lead a healthier lifestyle. ## Related on Trend Hunter - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Hyper-Local Gym Ads](https://www.trendhunter.com/trends/made-for-london-life.md) - [Motivational Footwear Campaigns](https://www.trendhunter.com/trends/asics-desk-break.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Wellness Athletic Campaigns](https://www.trendhunter.com/trends/soft-wins-campaign.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Animated Footwear Campaigns](https://www.trendhunter.com/trends/free-your-feet.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md)