December 29, 2023
The campaign promotes fitness confidence through marketing, charity initiatives, and a barrier-breaking New Year’s Eve performance.
Grammy Award-winner Megan Thee Stallion has teamed up with Planet Fitness as the new face of the brand’s “Judgement Free Zone” campaign. As “Mother Fitness,” she aims to break down barriers that intimidate people at traditional gyms, like unrealistic beauty standards and high membership fees.
According to a press release, the partnership intertwines music and wellness in an integrated marketing campaign that spans advertising, augmented reality filters, charity merchandise, and custom workout plans through the free Planet Fitness app. Megan will inspire routines focused on confidence-building.
A spotlight ad features Megan as a superhero who destroys bad gym vibes. By channeling the “Judgement Free Zone’s” supportive energy, she creates a feel-good atmosphere for all fitness levels. The collaboration connects Megan’s influential voice, creative spirit, and passion for health with Planet Fitness’ mission to provide an affordable, welcoming fitness space.
“Working out is such an important part of my routine, so this partnership with Planet Fitness genuinely embodies my personal values,” Meg shared. She wants to encourage self-care so everyone can “reach new heights in 2024 and continue to grow into the best version of themselves.”
The partnership also includes the launch of an exclusive, limited-edition merch line, with proceeds going to Meg’s Pete & Thomas Foundation, which she established to support underserved groups. Items include sweatshirts proclaiming “Big Fitness Energy for Everybody (-ody-ody),” bucket hats and water bottles marked “Real Hot Girl Fit” and sticker sheets.
Planet Fitness returns as the Times Square New Year’s Eve sponsor, and Megan will be the first performer of the new year as she takes the Planet Fitness stage during this year’s ‘Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2024’. PF Chief Brand Officer Jamie Medeiros said, “Megan Thee Stallion celebrates all the values of Planet Fitness through her dedication to physical and mental wellness, plus her powerful message of body positivity…”
Together, they aim to smash barriers in fitness, support everyone on their fitness journeys and channel their Big Fitness Energy.
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