Reebok and MTV partner with DW Fitness First on influencer-led activation

Ads, Creativity

DW Fitness First, one of the largest privately owned health and fitness providers in the world, announced an exciting new partnership with Reebok and MTV by launching a nationwide activation. Developed with the help of media brokering agency, Electric Glue, the Influencer-led activation aims to showcase the SS19 Reebok collections and engage key female audiences with a series of fun workouts.

DW Fitness First and MTV enlisted Influencer, Danielle Peazer, to be the face of the activation. Peazer is one of the UK’s most successful commercial dancers and has been a brand ambassador of Reebok since 2016. For this campaign, MTV produced five x 10-minute workouts, which are designed to be fun and accessible to encourage women to encorporate more fitness into their lives.

The first two workout videos of the content series will launch at the hero event, ‘Dance the Distance’, on Thursday 24th January at DW Fitness First’s flagship gym in Cottons Centre, London. ‘Dance the Distance’ will be attended by Peazer, amongst other Influencers, and will see her helming three workout sessions for gym-goers and the public, which will take place in the early morning, lunchtime, and late afternoon. The event will also feature a showcase and gifting of the SS19 Reebok collection and a meet and greet with Peazer.

Electric Glue worked in close collaboration with DW Fitness First to develop a high-impact campaign across the brand’s storytelling channels. The media brokering agency integrated the idea with the overall media strategy from the early stages of the campaign to effectively amplify the DW Fitness First, MTV, and Reebok’s aims.

Jess Moore, Head of Brokering, comments: “’Dance the Distance’ is an exciting opportunity to amplify the message that DW Fitness First actively supports women who want to be more engaged and involved with sport – whatever their level is. During the first phase of this campaign, we will focus on opening communication with an engaged 18-35 female audience. In the second phase, we will retarget this audience and focus on conversion. MTV’s channels are the perfect place to start this conversation and showcase the Reebok/DW Fitness First/Danielle Peazer collaboration.”

‘Dance the Distance’ will take place nationwide, with similar events launching across other DW Fitness First locations, featuring local Influencers. Following the initial launch, the content will be shared on DW Fitness First’s social channels, its app, and in their gyms nationwide. The remaining workout videos will be rolled out between January and May.

Electric Glue is an independent Media “brokering” Agency based in Soho. The company effectively brokers partnerships between media owners and clients. Unlike traditional Media Agencies, Electric Glue is unique, different and proud of it. This distinctiveness has helped it build a business in just five years, working with a great bunch of like-minded clients such as Rightmove, Clipper Tea, Virgin Media Business and DW Sport.

Electric Glue believes in the power of media to make ideas powerful. It doesn’t believe media can or should be planned in isolation of creative. This is why they like partnering with like-minded creative agencies and working closely with them.


Advertiser: DW Fitness First, Reebok, MTV

Digital and Media manager, DW Fitness First: Lizzie Buttery

Director of Marketing, DW Fitness First: Lee Pinnington

Assistant Manager Omni-channel Marketing at Reebok, Reebok: Jamie Taws

Manager, Brand Partnerships, MTV: Joshua Brill

Content and Partnership Manager, Sky: Jack Campbell

Talent: Danielle Peazer

Production Company: MTV

Media Brokering Agency: Electric Glue

 Head of Brokering: Jess Moore

Strategy, Managing Partner: Darius Karbassioun