Recreation

Brand Activation & Immersion New Balance Strava Challenges Reward London Runners With Beer

The athletic retailer opened a pub and partnered with fitness tracker Strava to activate its brand for the London Marathon, rewarding those who track their activity with free pints

Fitness & Sport Equinox Launches SoulCycle Of Treadmills In Response To Running Popularity

Equinox is parlaying the popularity of its cardio-focused Precision Run class into a dedicated gym in Manhattan's flatiron district, aiming to become the next SoulCycle within the category

Food & Beverage Virgin Atlantic Supports Consumers' Resolutions With Alcohol-Free Cocktail Menu

As global consumer behavior around alcohol continues to change, the airline is catering to new needs by letting passengers enjoy the experience of ordering a craft mocktail or reduced-alcohol cocktail

Analysis How Fitness Brands Like Tone House Are Optimizing Customers' Post-Workout Recovery

Athletic studios and brands are extending their services to their clients, focusing resources on post-workout practices that support consumers' health and wellness even after they've completed their routine

Gaming & Play Walmart Provides Esports Fans In-Store Gaming And Tournaments Space

Select Walmart locations are incorporating arenas from an esports facility provider for fans to convene and game, offering league nights on weekdays and tournaments on the weekends

Features How Brands Like Rise by We Are Creating Holistic Wellness-Focused Fitness Studios

As consumers look to more holistic views on health, retailers are responding by enabling wellness recovery and fitness services that address both the physical and mental all in one setting

Packaging & Product Engagement Kit-Kat Bar Fans Can Enjoy A Cocktail Recipe With Their Treat

Nestle is launching cocktail pairings to accompany the launch of its new Kit-Kat flavor, even hosting a pop-up bar at Tokyo's CITAN Hostel to feature hand-picked sake and umeshu drinks

Health Reebok And Sure Deodorant Offer Londoners A Workout Social

The Sweat.Style.Social event will feature classes from trainers, tips from influencers and product demos from both companies, themed around making workouts more comfortable and less sweaty

Shopper Education & Assistance Tito's AI-Enabled Chatbot Walks Spirits Enthusiasts Through Craft Cocktail Recipes

The vodka brand and allrecipes.com created the Barkeep chatbot to guide users through popular drink recipes and even enable home-delivery of Tito's through service Drizly

Entertainment Game Development Company Offers Wellness Program For Pro Gamers

Providing support for the booming pro-gamer community, Foundry IV is partnering with a recovery and movement company to create health and wellness resources for participants

Shopper Marketing & Promotion Equinox's Personal Training Programs Now Offer Members Sleep Coaching

Equinox partnered with UCLA researchers to study how sleep affects an individual's athletic performance, which led the fitness company to integrate science-backed sleep training into its premier lifestyle management program to complement members' fitness goals

Brand Activation & Immersion B2C Conference Connects Participants To Brands With Creative Activations

Trend show Bread & Butter by Zalando creates a platform for brands and consumers to directly interact with each IRL and also digitally, offering business-to-consumer experiences in the form of pop-up shops, masterclasses and an e-commerce platform

Fitness & Sport Tokyo Bike Bar Caters To Growing Number Of Road Cyclists In Japan

The two-story community space offers a place to work out and relax for non-bike owners and riders alike, and is completely staffed by bartenders and assistants who are also cyclists

Cafe & Restaurant How Multi-Sensory Experiences Enhance The Drinking Game

From VR goggles to gummy bear edibles, wine and spirits brands are creating entire immersive experiences around their alcohol products to fight declining consumption