Rowbots launches new campaign featuring footballer Gareth Bale

Gareth Bale for Rowbots

New rowing driven fitness concept, Rowbots, is set to open its doors next week in the heart of Fitzrovia, London. Their launch campaign is centred around its investor and Real Madrid winger, Gareth Bale.

Working with New Stance, Rowbots have created multiple pieces of engaging video content alongside photography assets of their head trainers and models. The content produced is designed to increase brand awareness and provide an overview of the Rowbots workouts which are billed as the ‘ultimate workout for the body and mind’. It has been developed by their advisory board of professional athletes, Olympic champions and coaches, and expert psychologists to simultaneously program the mind and strengthen the body.

Rowbots will be releasing further assets of the campaign over the coming weeks to showcase the holistic approach, of wellbeing in body and mind, which they have based their brand around.

Rowbots' creative featuring Gareth Bale

Mark Keisner, CEO, New Stance: “Working with Gareth Bale on previous projects allowed us to tap into how to incorporate his focus and professionalism, showcasing that an athlete’s passion and drive is relatable and transferable across all sports. Gareth’s interest in rowing and fitness provided a much more personal feel across all of the assets, which is so important to us. Another positive challenge within this project through video and photo was to promote wellbeing which is typically harder to showcase through usual football and rowing content. All parties involved came together to create a futuristic piece of content which which we hope has everlasting longevity.”

Matthew Connell, producer: “The Rowbots team’s visual concept for their London gym was the perfect template for the whole video and photography concept, fusing together the industrial look with a beam of striking blue neon lighting. I have had the pleasure of working with Gareth on other projects, and it is clear that Gareth put a lot of thought and care into this project, for anyone who wants to better themselves mentally and physically. It was a joy to play a part in bringing Gareth’s involvement with Rowbots to life.”

New Stance is a digital marketing agency specialising in sport and entertainment brands and is part of The Miroma Group. Clients include Spotify, The International Association of Athletics Federations (IAAF) and the NBA.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.