Our top fitness campaigns of 2018 so far

We’re emerging from the height of tone-up season as days get shorter and we place our swimsuits back into the draw. It’s the time where we want to reinvent ourselves and get fit for the new year after our party season. It seems like everywhere consumers turn in January the peek of the fitness calendar there’s a workout recommendation or cleanse plan begging for a click-through. We take a look at the fitness campaigns that have got us moving all year round.

 Reebok: #BeMoreHuman

Over the years Reebok has hit us with countless memorable campaigns and their most recent, Be More Human campaign is one we love.

The campaign celebrates ‘women who are transforming themselves and the world around them’ and sees models, athletes and artists including the likes of Ariana Grande, Katrin Davidsdottier, Gigi Hadid, Gal Gadot and Nathalie Emmanuel star in their own inspiring video.

Along with the inspiring campaign videos, Reebok has released 10 limited edition t-shirts, each with an inspirational message from one of the women featured in the campaign printed on them.

Consumers are encouraged to get behind the campaign and purchase a t-shirt as 100% of donations go to the Women’s Strength Coalition and The Movemeant Foundation.

A worthy cause and t-shirts are still available to purchase until 31st December 2018.

USN: “The Face of USN”

Leading sports nutrition brand USN launched a nationwide competition to find the male and female face of the brand in an exciting campaign “The Face of USN”.

Entrants were required to submit a short application form online and in 200 words, describe why they think they deserved to be the next face of USN.

The winners, who were announced in January 2018, had fantastic back stories where they had overcome serious adversity and in addition to USN products, won a 12-month ambassador contract with the brand.

The campaign ran for three months and allowed USN to achieve media cut through during the highly competitive New Year period.

Coca-Cola: #PassTheHappiness

Coca-Cola, in partnership with ASDA and social impact company One World Play Project, teamed up with Jason Derulo for their global FIFA World Cup initiative #PassTheHappiness, which launched back in May 2018.

The campaign invited consumers to help #PassTheHappiness and bring unpoppable footballs to communities in need, by purchasing participating coke products from ASDA stores and selecting a charity to donate Futbols to.

The One World Futbol, created by One World Play Project, never needs a pump and never goes flat and can be played with even in the harshest environments.

Coca-Cola, ASDA and One World Play Project pledged to donate 15,000 Futbols to young people in disadvantaged countries and news on whether they achieved their target will be announced soon!

London Marathon: #SpiritofLondon

Each year we look forward to seeing the latest campaign from the most iconic marathon in the world, the Virgin Money London Marathon, and each year we are not disappointed.

Anyone who tuned into the marathon last year will remember the emotional and inspiring finish of David Wyeth, who was helped down the mall to the finish line by fellow runner, Matt Rees. This moment encapsulated the spirit of London and thus came about, the 2018 #SpiritofLondon campaign and the new Spirit of London Award.

The campaign celebrated the unique spirit of the marathon by showcasing the astonishing stories of its winners, runners, volunteers, supporters and spectators.

In the lead up to the 2018 marathon, commemorative coins were presented to those who won a Spirit of London Award, the first being awarded to David and Matt, who started the 2018 Virgin Money London Marathon together and finished just minutes apart.

Spirit Of London

The 2018 Virgin Money London Marathon will celebrate its unique spirit, showcasing the extraordinary stories of its runners, champions, volunteers, supporters and spectators through the #SpiritOfLondon campaign!

Posted by London Marathon on Friday, January 26, 2018

Lucozade Sport: #MadetoMove

Back in September 2016, Lucozade Sport launched their Made to Move campaign to get one million people moving by 2020.

As part of the campaign, Lucozade Sport hosted the largest-ever live-streamed workout in partnership with Pure Gym and in 2017, Lucozade Sport launched their Made to Move fitness app.

The campaign has continued to build momentum since its inception and for 2018, Lucozade Sport and #MadeToMove ambassador and Unified World Heavyweight Boxing Champion, Anthony Joshua, have partnered with Our Parks whose mission is to get 100,000 park goers exercising weekly by 2019.

To do this, Lucozade are supporting Our Parks to launch free fitness classes in 30 new locations as well as online workouts being available for people who sign up. Anthony Joshua kicked off the partnership by hosting a park workout with more than 400 people!

Do you need a communications strategy that achieves real impact and cut-through? Speak to our Fitness PR team today to find out how we can support you.

Get in touch with the team