Sproing Fitness
Situation:
We had to introduce a new brand into a fitness category that’s pretty homogeneous. Everyone claims to give you rock hard “this” and firm “that.” And they all take themselves way too seriously.
Strategy:
We fully embraced what every other fitness company thinks is horrible: softness. And that’s exactly what makes us unique, as well.
Results:
Equinox bought in. Feedback from clubs has been great. We just launched, but as of now, everything looks good and the brand stands apart from everything else in the category.
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