At the start of 2016, the car repair specialist devised its own free 'Fit Kwik' fitness sessions at its New Kent Road centre. Created as an antidote to fad diets, the 30-minute classes, devised with the help of personal trainer Mikah Simpson, saw attendees burn calories by flipping, lifting and throwing spare tyres taken from the brand’s garages.
Reebok unveiled a minature version of its gruelling Spartan Race in 2014. The activation saw London’s Covent Garden transformed into a trial of endurance, with contestants scaling walls, cargo nets and carrying sand bags. The fastest participant to complete the obstacle course received a pass to the 2015 Reebok Spartan Race Series and a pair of shoes from the brand.
Fitbit unveiled its own branded obstacle course – decidedly less Spartan – at London’s Olympic Park earlier this month, as part of a Sport Relief event. Its eight stages, created with Outside Collective and The Halo Group, echoed activities from everyday life, including a zip wire washing line, a giant escalator and a 'washing up' pit containing 14,000 plastic balls.
‘Onesie' brand One Piece hosted a dance battle above its Boxpark store in Shoreditch in the summer of 2014. The free event saw two eight-person teams dressed in One Piece clothing bust a move in front of a panel of judges. A live DJ provided the afternoon’s soundtrack and the winner walked away with a branded gift set.
The drinks brand teamed up with agency Amplify to create its own supermarket near London Bridge Underground station in 2014. For two weeks commuters helped themselves to super smoothies from one of three categories: defence, energise and antioxidant. A total of 10,000 drinks were given away in the first week alone.
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