Michael B. Jordan Leads Exercise Hubs in Propel Campaign

Together with creative agency Invisible North, Propel launched a campaign featuring American actor Michael B. Jordan uplifting people to reach their fitness goals. 

The new marketing effort comes as the second installation of the "Propel Your City Project," which the brand first launched last year. 

This latest initiative will continue launching fitness hubs across multiple cities, where fitness and wellness leaders can hold free classes for the community. 

Fitness enthusiasts will be given the chance to choose from different schedules of classes and workout formats from local fitness organizations. 

 

 

 

 

 

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A post shared by Propel Fitness Water (@propelwater)

To add value to the events, as well as give people a taste of the brand's fitness drink, the exercise hubs will have free Propel bottles for people to enjoy.

Enhanced Water Brands Senior Director of Marketing Emily Boido explains that the brand witnessed a positive impact on the organizations and local communities that participated in the "Propel Your City Project" last year.

This is why the company decided to expand its efforts and pick up from where it last left off last year.

"Research continues to show that exercisers thrive when they feel motivated by a like-minded community, and our fitness hubs are designed to create more access to that," he shared. 

 

 

 

 

 

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A post shared by Propel Fitness Water (@propelwater)

With Jordan spearheading the movement, the first class was held in his hometown of Newark, New Jersey. Other cities include Atlanta, Houston, and Los Angeles.

In a press release, the "Creed" actor also shared stories of his fitness journey, with his humble beginnings kicking off in the basketball courts of Newark.

"With the 'Propel Your City Project,' we're trying to help more people find that winning mix in their community to drive them forward," he explained. 

The More the Merrier

The latest campaign was born out of the insight that 77% of exercisers believe a group setting of workout classes motivates them more, and 74% saw better results when working out with others.

While 65% of people work out alone, the survey found that this is due to numerous factors such as costs and access, hindering them from achieving their fitness goals. 

The brand sought to address this by installing free pop-up fitness hubs across the U.S. in time for summer. 

 

 

 

 

 

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A post shared by Propel Fitness Water (@propelwater)

Apart from the free fitness hubs, the sports drink brand will be giving away a total of $100,000 to help people with their fitness journeys — all they have to do is tag a friend in Propel's socials for the chance to win $500 to be used in fitness memberships.

The latest from the brand follows the successful launch of the Propel Your City Project last year, which offered over 160 free classes across the country. 

Using experiential marketing by giving consumers a taste of the product and what the brand has to offer is a good way to introduce the brand to new audiences and start meaningful engagements with fans and customers.

Building on something that works is also an effective way to spread brand awareness and increase visibility, as well as generate more consumer data to fine-tune future marketing campaigns.

Jordan for Propel

In the campaign's 30-second hero spot, Jordan starts his workout with a bottle of Proper, before leading a running and workout session.

"To the people chasing the sunrise with you, outrunning your doubts, inspiring you to see what's possible, and pushing you when it's not easy," Jordan narrates to set an uplifting mood. 

The 37-year-old actor then motivates his peers, conquering their fitness goals as they stop at a peak to watch the sunrise. 

"No matter where we're starting from, Propel," Jordan says, as the commercial ends. 

Jordan's longstanding partnership with Propel dates back a year when the sports drink giant collaborated with the actor to promote film, "Creed lll."

Alongside the social media rollout, Propel also redesigned its packaging design, boasting a new look with the same electrolyte fitness water. 

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Editing by Katherine 'Makkie' Maclang