Around a mature and crowded fitness market, Fiture required a fresh and impactful approach to break through to the US. We rooted the creative strategy in gymtimidation and fitness cultish tendencies to develop a disruptive and fun brand narrative.

‘Don’t Fit In, Fiture’ enabled Fiture to speak to what stops people from starting or sustaining their fitness journey in an irreverent, culturally relevant and topical manner.

Off the brand narrative we created content for media including TV advertising to successfully drive up sales and conversion.