DW Fitness First, MTV and Reebok: advert-body-1

DW Fitness First has announced an exciting new partnership with Reebok and MTV by launching a nationwide activation. Developed with the help of media brokering agency, Electric Glue, the influencer-led activation aims to showcase the SS19 Reebok collections and engage key female audiences with a series of fun workouts.

DW Fitness First and MTV enlisted influencer Danielle Peazer to be the face of the activation. For this campaign, MTV produced five x 10-minute workouts, which are designed to be fun and accessible to encourage women to incorporate more fitness into their lives. The first two workout videos were launched at a hero event at DW Fitness First’s flagship gym in Cottons Centre, London. ‘Dance the Distance’ saw her helm three workout sessions for gym-goers and the public. The event also featured a showcase and gifting of the SS19 Reebok collection and a meet and greet with Peazer.

Electric Glue worked in close collaboration with DW Fitness First to develop a campaign across the brand’s storytelling channels. It will take place nationwide, with similar events launching across other DW Fitness First locations, featuring local Influencers. Following the initial launch, the content will be shared on DW Fitness First’s social channels, its app, and in their gyms nationwide. The remaining workout videos will be rolled out between January and May.