Health club giant Planet Fitness has kicked off a new ad campaign with recording artist Megan Thee Stallion who is featured as “Mother Fitness" in the effort.
In the role, the entertainer is seen as a goddess-like persona encouraging gym goers to break through barriers like intimidation and high prices, commonly found at other gyms and join Planet Fitness, home to what the company has long called the “Judgement Free Zone,” to find their “Big Fitness Energy.”
According to the company, the new partnership “seamlessly connects” the two worlds of music and exercise.
In addition to commercial spots (which break nationwide today) and other ads the campaign, created with ad agency Barkley, includes an AR filter, co-branded merchandise and free in-app Planet Fitness workouts, said to be inspired by Megan and her passion for fitness.
Also, Planet Fitness is a presenting sponsor of the Times Square New Year's Eve celebration, and Megan will be the first performance of the new year on the Planet Fitness stage in Times Square at this year's "Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2024" airing on ABC.
Proceeds from the new merchandise tied to the campaign will benefit the Pete & Thomas Foundation, a non-profit organization that the entertainer founded that focuses onuplifting and assisting women, children, senior citizens, and underserved communities in Houston, Texas and elsewhere through education, housing, health and wellness.
The free Planet Fitness App is available to members and non-members and includes hundreds of on-demand digital exercises from cardio, to yoga, to strength and more.