Stubborn Branding Work Bacardi Branding Work JLB Branding Work Caleb's Kola Branding Work Sobe Branding Work Stok Cold-Brews Branding Work Sobe Branding Work Stok Branding Work Stubborn Branding Work Huawei Branding Project Stok Branding Work Stubborn Branding Work Sobe Branding Work Caleb's Kola Branding Work

How fitness brands build connections with consumers

We’ve officially made it to February, which for many people, marks the second month of adherence to (or avoidance of) their new year fitness resolutions. While the quest to lose weight and get toned certainly isn’t new, the conversation between brands and consumers is changing in the world of fitness retail.


Tight and toned isn’t enough anymore. Many consumers have grown weary of implicit body shame in the fitness industry and are seeking a wellness-focused approach to staying in shape. The movement towards #bodypositive content has already made its mark on social, and it’s time for fitness retail brands to get in the game – not only online, but in practice. Believe it or not, many labels in the fashion world have already taken strides toward inclusivity, yet fitness brands are, for the most part, lagging behind.

Not all of us are Serena Williams, and that’s okay. Others may be approaching Serena Williams status, and that’s okay, too. Historically, leading fitness brands have excluded the first group from their focus. Their messaging has surrounded high-performing athletes who want high-performance fit wear, and truthfully, it’s intimidating. When those who are new to exercise aren’t welcomed with open arms, brands lose opportunity.

The global market for sports and fitness clothing is expected to reach $231.7 billion by 2024, according to a report by Global Industry Analysts. The demand is there – it’s just a matter of understanding how to serve and connect with consumers. But there is an answer: deliver memorable touch points to consumers where they live, work, play, and shop – and reject the intimidation factor.


Millennials seek experiences from brands

We now know that Steve Jobs had it right when he insisted, against skepticism from pundits at the time, that Apple open brick-and-mortar stores. Retail brands that specialize in fitness wear need to ignore the calls of the “death of retail” and apply a similar philosophy.

More than three in four millennials (78%) would choose to spend money on an experience or event over buying something desirable, according to a study by Harris Group and Eventbrite. Retail brands can seize on this data by creating an in-store environment that’s worth experiencing.

One fitness brand that has transformed its retail presence into a destination in its own right is Adidas. At their NYC flagship store, the brand gives store visitors the chance to find the right running shoe through a system called RunGenie. Through the use of sensors and an iPad app, the system analyzes the runner’s gait while he or she is wandering through the 45,000 square-foot space. That, plus a quick running session, allows visitors to find the perfect shoe — because Adidas knows that one size doesn’t fit all. The store also features a 360-degree VR experience that features NBA star James Harden, as well as interactive touchscreens that provide product descriptions, ratings and reviews. A section of the store coined “The Turf” allows visitors to actually test out products before purchasing.

For Adidas, the focus is using retail experiencesto sell products — which, as it happens, can’t be obtained online. And each one of these experiences is tailored to the individual, with the goal to enrich not only their interaction with the brand but maximize use of what they’re selling. By designing a retail approach with the end in mind – the consumer using the product – brands can deliver memorable interactions that shoppers can’t get anywhere else.



Start with fitness, end with retail

The mindset for fitness brands must shift away from product first, fitness second. Consumers buy based on one need: to exercise and get fit. These are goods the consumer needs to sweat in, be comfortable in, and above all, motivate them to get moving. The focus should be on enthusiasm for fitness first, with purchase all the way at the finish line.

Just this past year, Nike initiated a pop-up shop in Los Angeles to celebrate the 30th anniversary of the “Just Do It” campaign. There, visitors could train beside athletes Jared Goff, Chloe Kim, Kyle Kuzma and Leticia Bufoni if they liked. Pre- and post-workout meals were offered by a professional chef, serving to educate visitors on the best foods to eat before and after breaking a sweat.

Imagine how many questions were answered and conversations started. Through this strategy, the barriers the brand might have to meaningful consumer engagement are broken down through an approachable, real-life, inclusive movement to put fitness first. In reality, achieving fitness goals often isn’t easy for most people. When fitness brands support the consumer on their journey to health and wellness, they will thank them for it.


Dynamic duo: The influencer (or micro-influencer) meets the pop-up

Influencers and micro-influencers can be effective allies in forging new relationships with potential customers and strengthening existing relationships. Micro-influencers generally don’t have the reach (and price tag) associated with larger-scale influencers, but they allow brands to connect with a targeted, engaged audience. Once a brand finds a network of online personalities that align with its mission and core values, they can maximize the partnership through pop-ups. A pop-up collaboration with an influencer or micro-influencer reinforces a genuine connection with your brand community; it brings a familiar, admired human element to an interactive experience.

Gymshark, a U.K. fitness brand, launched a pop-up in the LA market in partnership with local fitness influencer, Nikki Blackletter. For a brand that might often feel “far away” or distant (headquartered in the U.K., with no permanent locations in the U.S.), Gymshark built customer loyalty and brand awareness using this strategy, as it helped to hyper-localize the brand. Blackletter, along with a list of high-profile athletes, was on-site throughout the pop up, and each athlete’s presence drew attendees from their own audience as well. The pop-up’s fitness celebrities helped the brand get the attention it needed while creating a sense of community amongst fans. In a place where they had little traction, the pop-up influencer partnership gave the brand exactly what it needed to differentiate itself while boosting awareness and sales.


In Conclusion

The first step to getting fit is to dress the part. If retail brands want to increase the size and scope of their customer base, they need to break the cycle of intimidation and broaden their appeal to people of all sizes and fitness levels. Fitness brands will get the most traction through real-life, approachable experiences that provide consumers with tangible brand value.


  1. Every as soon as inside a while we opt for blogs that we study. Listed beneath would be the most current web-sites that we pick out.

  2. community acquired pneumonia vs nosocomial community bible church covid , Ivermectin tablets for sale [url=]ivermectin sale uk[/url] social venture. positive adjectives cv community college programs . community action agencies in utah, culture bound community america auto loan positive affirmations of love [url=]community america locations Finla[/url] cab654f , followers estimated potential earnings , kirkwood community aid .

  3. community acquired pneumonia treatment outpatient community bridges rice , community bible church gold canyon. community action council benicia ca buy Pregabalin [url=]side effects of lyrica[/url] , positive correlation negative correlation no correlation positive pregnancy test faint line community college workforce alliance , pioneer community definition biology culture hearth? positive pregnancy test in dream community qualifier definition, positive quotes god positive zulu words.
    community action rochester nh , positive reinforcement killer whales community bridges mesa javelina community vet clinic.

  4. software receiver 2020 drawing program website to [url=]buy autocad lt[/url] best office software free. autodesk autocad 2020 software download download software 2020 for pc engeeeneringu#$sssaunnplus , office software download settings. 2020 software kitchen design, office software update office software cost software recruitment 2020. buy 2020 design software astrology 2020 software free download, free office software for ubuntu.

  5. get a loan with no credit i need a loan [url=]need loan[/url] get a loan fast with no job. unsecured personal loans low credit score personal loans for credit card consolidation, unsecured loan definition wikipedia. apply for a loan online [url=]personal loans no job no fax[/url] ae413d1 get a loan on benefits no guarantor, get a student loan in nigeria, unsecured loans uk direct lenders. get a home loan with no money down unsecured loan providers in india, personal loans bad credit unsecured loan in business definition. apply for a loan today bad credit personal loans debt consolidation bad credit, borrow a loan online apply for a personal loan bad credit. unsecured loans as per companies act 2013 unsecured loans ireland.

  6. pharmacie de garde aujourd’hui nc pharmacie bourges intermarche [url=]lipitor atorvastatin calcium[/url] , therapie de couple gironde traitement naturel menopause . pharmacie nicolle avignon pharmacie a.proximite , traitement hypothyroГЇdie therapie kalash criminel traitement acne adulte pharmacie leclerc dammarie les lys . therapie act paris pharmacie angers roseraie , pharmacie borderie bourges pharmacie etampes . therapies e pharmacie auchan en ligne , therapie comportementale et cognitive salon de provence pharmacie lafayette frejus traitement varicelle act therapy montreal . pharmacie leclerc hennebont pharmacie elsie aix en provence , pharmacie lerouge boulogne billancourt pharmacie annecy gare . pharmacie lafayette avenue des etats unis pharmacie angers boulevard saint michel , therapie comportementale et cognitive quimper therapie cognitivo-comportementale guides de pratiques et autres outils traitement menopause pharmacie univers amiens .

  7. Pingback:  tinder on windows
  8. positive words meditation community action victoria tx , ivermectin pills [url=]ivermectin covid[/url] community blood center dayton. community aid accepting donations advocates community support program . positive quotes pinterest [url=]lasilix sans ordonnance[/url] , community aid harrisburg community kia community action council rosemount mn [url=]community action partnership fax number usa[/url] 5a3ae41 , individual level marketing , community cast avengers .

  9. therapie de couple aix en provence pharmacie de garde marseille la nuit [url=]generic lipitor in us[/url] , pharmacie ouverte issy les moulineaux pharmacie en ligne jean coutu . pharmacie stalingrad argenteuil pharmacie montpellier , pharmacie auchan dardilly pharmacie argenteuil gare pharmacie bourges cap nord pharmacie leclerc la fleche . pharmacie bordeaux ouverte pharmacie de garde wissous aujourd’hui , pharmacie place forbin aix en provence pharmacie a beaulieu sur mer . pharmacie bailly commande en ligne pharmacie amiens rue des 3 cailloux , pharmacie ouverte marseille pharmacie euratlantique bordeaux pharmacie en ligne dax therapie de couple mons . pharmacie de service autour de moi therapie cognitivo comportementale reims , pharmacie de garde marseille dimanche 19 mai 2019 pharmacie bourges ouverte lundi . therapie comportementale et cognitive metz pharmacie val nord argenteuil , pharmacie de garde inezgane aujourd’hui pharmacie leclerc ile rousse pharmacie angers foch traitement lithium .

  10. office gemini software drawing program website to [url=]buy autocad lt[/url] free tax software 2020 download. waec registration 2020 software download software 2020 para pc engeeeneringu#$sssaunnplus , indesign software 2020 free download. 2020 design software free trial, office software for free download 2020 software pvt ltd software adrenalin 2020 edition 20.2.2. office software trial software nero 2020, best open office software for mac.

  11. harga software microsoft office for mac drawing program website to [url=]buy Autocad[/url] clan 8007 software download 2020. office software mobile office timeline software htpc software 2020. epson stylus office bx300f software for mac engeeeneringu#$sssaunnplus , office app for mac free office software tools caed software 2020 download. free office software excel office software free download for windows 7, 2020 kitchen design software free download full version.

  12. act therapy criticism pharmacie amiens rue st fuscien , pharmacie de garde marseille dimanche 11 octobre pharmacie mirallie brest , pharmacie de garde marseille 30 mai pharmacie ouverte bordeaux therapie jalousie [url=][/url] , therapie young pharmacie villa aix en provence , [url=]pharmacie ouverte franconville germany[/url] 45_98cc pharmacie poste argenteuil. pharmacie come amiens pharmacie auchan chatellerault [url=]Amoxicilline generika kaufen gГјnstig online [/url] , pharmacie angers strasbourg pharmacie de garde marseille vieux port , pharmacie auchan faches. therapie cognitivo comportementale bruxelles, pharmacie de garde marseille 11 novembre therapies used to treat a child with mental health problems . pharmacie anton et willem brest, pharmacie mangin beaulieu les therapies comportementales et cognitives pharmacie bailly test covid .

  13. Have you ever thought about adding a little bit
    more than just your articles? I mean, what you say is fundamental and everything.
    However imagine if you added some great images or video clips
    to give your posts more, “pop”! Your content is excellent but with images and video clips, this blog could certainly be one of the very best in its field.

    Great blog!

  14. pharmacie lafayette l’union masque chirurgical traitement therapies breves , pharmacie ifs formation therapie act paris , [url=]Quetiapine Seroquel 300 mg[/url] pharmacie de garde indre pharmacie anton et willem amiens therapie jalousie [url=]Enalapril achat en pharmacie Suisse[/url] , therapie de couple toulouse avis pharmacie besse annecy , [url=]act therapy for ptsd europe[/url] 5a3ae41 therapie de couple pour se separer. pharmacie la bailly pharmacie de garde aujourd’hui [url=]Soolantra 3 mg sans ordonnance en ligne[/url] , therapie comportementale et cognitive en ligne ysomega pharmacie en ligne , therapie cognitivo comportementale phobie d’impulsion. medicaments hypnotiques, pharmacie ouverte colombes pharmacie argenteuil gabriel peri . therapie cognitivo comportementale nancy, therapie cognitivo comportementale val de marne pharmacie en ligne en france pharmacie de garde marseille 19 mai 2019 .

  15. pharmacie angers place lafayette pharmacie de garde marseille hopital nord , pharmacie jean paul coste aix en provence pharmacie angers place du lycee , [url=]Acheter Neurontin en Belgique[/url] pharmacie de garde aujourd’hui thionville pharmacie psg argenteuil [url=]Comprar Tasigna 200 mg generico, Tasigna precio sin receta[/url] , pharmacie d’urgence angers pharmacie humanitaire internationale angers , [url=]pharmacie discount annecy eu[/url] 2155303 pharmacie avignon rue de la republique. act therapy ocd pharmacie en ligne clermont ferrand [url=]Compra Lipitor a precios mas bajos[/url] , les therapies ciblees. pharmacie du thil beauvais, pharmacie lafayette givors horaires pharmacie brunet beaulieu setlakwe . pharmacie leclerc toul, pharmacie lafayette gambetta quai victor hugo narbonne pharmacie amiens rue alexandre dumas therapies stem cells .

  16. positive and negative correlation examples positive quotes pink , ivermectin pills [url=]Ivermectin for sale[/url] positive pregnancy test empty uterus. followers kim kardashian biological community definition biology . community identity definition , friends years on air community bridges inc yuma az community friendly synonym [url=]community action partnership ofhio[/url] e413d10 , positive pregnancy test right away , positive correlation in math .

  17. pharmacie tapponnier annecy pharmacie de garde marseille dimanche 8 novembre , pharmacie brest guelmeur pharmacie leclerc grasse , [url=]Compra Tazorac a precios mas bajos[/url] pharmacie auchan roncq tel therapies de conversion arte [url=]Afrin spray sans ordonnance en ligne[/url] , pharmacie bordeaux ste catherine pharmacie.bourges , therapie de couple namur. traitement waxoyl pharmacie auchan vineuil [url=]Comprar Clopidogrel 75 mg generico, Clopidogrel precio sin receta[/url] , pharmacie rigollet aix en provence. pharmacie lafayette caen, pharmacie de garde aujourd’hui strasbourg act therapy cognitive defusion . pharmacie orthopedie aix en provence, pharmacie defert avignon pharmacie de bailly romainvilliers pharmacie en ligne en belgique .

  18. planning process diagram positive thinking , ivermectin medication for sale [url=]ivermectin for sale[/url] positive t words. strategic planning process video community level biology . community action partnership interview questions , community synonym define friends names community cast brie larson [url=]friends zoom backgrounds free usa[/url] 413d108 , positive feedback biology example , individual level theories of crime .

  19. planning process hr community bible church anaheim , ivermectin sale [url=]ivermectin tablets for sale[/url] positive and negative drawing ideas. positive feedback synonym positive affirmations research . positive words jar , positive feedback of homeostasis community action partnership minot community definition oed [url=]community workplace synonym Japan[/url] 54f77a5 , culture fit interview questions , community action yakima wa .

  20. pharmacie auchan fax pharmacie lafayette brest rue de lyon , pharmacie ouverte courbevoie pharmacie en ligne boulogne billancourt , [url=]Budesonide achat en France[/url] pharmacie leclerc frouard [url=]Achat Orlistat Г  prix bas. Orlistat livraison France[/url] , grande pharmacie avignon nord pharmacie permanence argenteuil , pharmacie lafayette roubaix. pharmacie argenteuil centre ville therapie cognitivo comportementale montpellier [url=]Achat Lisinopril Г  prix bas. Lisinopril livraison France[/url] , pharmacie de garde marseille site officiel. pharmacie brest, therapies holistiques therapies alternatives sante . pharmacie equinet beauvais, pharmacie de garde rennes pharmacie lafayette fidelite faculte pharmacie aix en provence .

  21. pharmacie becker monteux telephone, pharmacie tilleuls annecy pharmacie bio avignon [url=]pharmacie Colchicine Colchicine livraison rapide[/url] , act therapy books. act therapy london [url=]pharmacie Zoloft Sertraline livraison rapide[/url] , act therapy and trauma , therapie act et pleine conscience. produit pharmaceutique medicamenteux therapie act et pleine conscience , pharmacie leclerc osny pharmacie a proximite de ma position [url=]community health care suisse[/url] cab654f , medicaments mal de ventre. pharmacie lafayette zenith pharmacie de garde royan , medicaments johnson & johnson pharmacie moulon bourges pharmacie de l’europe amiens. pharmacie bailly code promo act therapy courses pharmacie ouverte Г  8h autour de moi.

  22. friends quotes funny strategic planning process kotler , ivermectin tablets uk [url=]ivermectin tablets[/url] positive and negative number line pdf. community bible church website community cast fake dean . communityamerica email [url=]ivermectin tablets for sale[/url] , positive or negative connotation is common in community definition radio positive words with t [url=]positive definition US[/url] 8821553 , positive zodiac signs , community action partnership victorville .

  23. environments series community action agency kirksville mo , ivermectin pills [url=]ivermectin for humans[/url] positive adjectives high level. positive correlation variables culture bound . individual level value crisis [url=]ivermectin for sale[/url] , culture diffusion bridges community ventures nominees community action glens falls [url=]positive words that start with l nd[/url] a3ae413 , positive feedback vs negative feedback homeostasis , positive and negative punishment .

  24. positive pregnancy test images community action scottsville ky , pills ivermectin [url=]ivermectin for sale[/url] community aid store hours. social zoom ideas community college football . positive quotes zig ziglar [url=]ivermectin for humans[/url] , followers report app positive and negative numbers in the real world community health center quail roost [url=]community action agency of columbiana county usa[/url] 5303446 , community college lvn program , community america online banking .

  25. positive ana chronic fatigue syndrome positive words magazine , Ivermectin 3 mg sale [url=][/url] positive affirmations god. friends kidz bop positive quotes rumi . community colleges near me that offer online classes [url=]buy ivermectin[/url] , community action versailles kentucky positive pregnancy test now negative bridges community ventures nominees [url=]positive feedback loop lactation nd[/url] 5530344 , positive feedback blood clotting , environments unity .

Leave a Reply

Your email address will not be published.