• by Fern Siegel , September 2, 2024

Planet Propaganda has won the creative partnership assignment for Johnson Fitness & Wellness’ 2024-2025 brand campaign.

The Madison, Wisconsin, agency was selected to launch a new campaign; the client has 100+ stores. The win followed a competitive review.

Planet will be responsible for developing a strategic, growth-focused creative brand platform, as well as producing a scaled, creative campaign activated through TV, online video, paid digital and social media. 

First work will debut in the fourth quarter.

Emily Steele, Planet Propaganda, managing director, said: "Our category knowledge, combined with our strategic process will allow us to break through the sea-of-sameness that persists in this industry. We are really looking forward to collaborating with Johnson Fitness to find an ownable and impactful brand positioning."

The agency's client work includes Duluth Trading Co., Horizon Fitness, Fortune Favors, Red Wing Shoes and  Jersey Mike's Subs.

Johnson Fitness & Wellness is the retail division of Johnson Health Tech Retail, Inc. which claims to be the world’s largest specialty fitness retailer.