Fitness company Flywheel Sports has launched an ad campaign to support its master brand, studio business and product line. The work is from ad shop Phenomenon. The campaign coincides with the launch of the “Fly Anywhere” at-home bike and streaming content platform.
The "F*" campaign is designed to differentiate the fitness brand from rivals such as Peloton and SoulCycle by reminding riders to "fly" beyond the things that are holding them back from living fuller lives.
The media buy includes paid social across Facebook and Instagram as well as a combination of digital video, native, display and search with media partners such as Yahoo. There are also digital audio spots running on Pandora.
The goal is to drive traffic to flywheelsports.com/anywhere.
Phenomenon was also involved with brand development for the Fly Anywhere bike, which included the actual product and design strategy, as well as UX and UI design, and making sure the brand experience was cohesive and accessible. The bike enables users access to the brand's live or on-demand classes via its built-in display monitor. Earlier this year, the two collaborated to debut the fitness brand's new tagline, “Never Coast.”