FITNESS EDGE

To enliven Fitness Edge (Dubai) photography assets, we created a campaign and produced multiple product and lifestyle shoots showing hardcore athletes reaching successive heart rate zones. We even had one of our own step into the spotlight initiative. To promote awareness, we built a short-run campaign of paid media placements, still focusing on product but from a performance athlete’s point of view.

To improve sell-through at retail, we redesigned FE packaging with relevant feature-benefit callouts based on audience segmentation.

In support of Fitness Edge ongoing sales initiatives, we devised a way to engage their audiences before, during, and after trade shows like CES and Interbike. We started by designing a branded booth experience using FE’s new aesthetic and big bold messages. Requiring a simple, low-cost solution for compiling CRM contacts, we equipped pick up booths with a custom iPad app to collect emails and feed visitors with product education.

To educate passersby on a GO app, we created a looping video to run throughout their events. And to keep FE top-of-mind after the event, we designed an all-new brand brochure as a high-impact handout.