Digital
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16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Finished
16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

FEATURING
Gordon Young
Editor-in-chief at The Drum

Virgin Active trials buttock clenching ‘Smarty Pants’

Virgin Active is helping gym goers to get more from their workouts by offering a pair of buttock clenching ‘smart pants’ based on David Beckham’s posterior.

Complete with their own built-in pedometer the cheeky garment counts its proud owner’s buttock clenches to help people tone up their behinds via a slim ‘Clench Counter’ waistband.

The Smarty Pants have been developed in tandem with the bum selfie craze, otherwise known as the ‘belfie’, and can be worn in the office, at home or in the restaurant for an all-day workout.

Virgin Active’s Tong Incheek, said “The nation’s obsession with twerking, Kim Kardashian and the ‘Belfie’ mean that 2014 is undoubtedly the year of the bottom. Never have bottoms had so much media attention and as a result, Brits are demanding ways to ensure their butts are in as pert as possible.

"Wristbands that count miles might be smart, but the newest and most innovative trends in wearable tech focus on specific muscle groups such as the glutes. The Smarty Pants are the first in a long line of tech we have in development, we hope to bring out Pec-tometer T-shirts and Bicep-ometer Vests by next April.”

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