No Ball? No Problem - Reebok/CrossFit Announce That The 'Sport of Fitness Has Arrived'

Contrary to popular belief, you do not need a bat, club, ball, hoop, set of cleats, or even a field to enjoy the social interaction, teamwork, friendly competition, and healthy exercise offered through sports.  Actually, I take that back.  You may still need a ball - a medicine ball that is.  Very recently, Reebok - the international shoe and athletic apparel manufacturer famous for such favorites as its Allen Iverson I3s and its Reebok Classics - began to unveil a completely integrated marketing campaign aimed at changing the way consumers think about sports, as well as as fitness.  Aptly titled "The Sport of Fitness Has Arrived," the company's promotional program showcases a type of physically and mentally taxing workout that has taken the world by storm in recent years: CrossFit (described below).  Together, Reebok and CrossFit - with the assistance of mcgarrybowen, a New York ad agency -  plan to use a variety of media (mostly under Reebok's name) to prove that fitness, in and of itself, not only results in increased strength, endurance, and mental "toughness," but also the satisfaction provided by the camaraderie, competition, and shared goals/achievement found in traditional sports.

'The Sport of Fitness Has Arrived' kicked off on January 15th (via a commercial that aired on Fox while the New York Giants laid a "whoopin'" on the Green Bay Packers), although Reebok had the base advertisement available for viewing on YouTube as of January 4th.  Take a look at the spot below, or, as Reebok would say, "3. 2. 1...Go!"

Actually, the above video, which provides a brief look at the grueling nature of CrossFit and how it produces superior results (I don't know if you noticed the man in the background performing inverted shoulder presses - I dare you to tell me that you have the strength to do that), hints at one of the ways in which 'The Sport of Fitness Has Arrived' will seek to create engaging consumer experiences.  To encourage the adoption of CrossFit, Reebok plans to transport shipping containers - hopefully red, like in the video - to city centers around the world that contain enough equipment for a 15 person WOD (Workout of the Day - a term described below).  In doing so, the firm hopes to not only encourage men and women to adopt CrossFit as their exercise mechanism of choice, but to also successfully prove that 'The Sport of Fitness' can be performed any time, any where.


Not The Same Old Song And Dance

'The Sport of Fitness Has Arrived'
generates Twitter activity

As I touched on above, 'The Sport of Fitness Has Arrived' communicates the Reebok/Crossfit brand across multiple media platforms; it is a integrative marketing campaign, not just another run-of-the-mill television commercial accompanied by a set of flyers.  In addition to the YouTube/broadcast spot you just witnessed, as well as the worldwide "WOD Tour", as I like to call it, the fitness duo's promotional efforts will also appear across Social Media (Reebok's Facebook, Twitter, and YouTube pages are currently devoted to the program), Print channels, TV, Outdoor Display, and a host of freshly-constructed Microsites.  Moreover, 'The Sport of Fitness Has Arrived' features known athletes from a wide range of disciplines: CrossFit superstars Rich Froning ("The Fittest Man on Earth" 2011 - CrossFit games) and Annie Thorisdottir ("The Fittest Woman on Earth" 2011 - Cross Fit Games), both seen in the above video; NFL players Chad Ochocinco and Roddy White; MLB All-Star pitcher Justin Verlander; F1 driver Lewis Hamilton; and NBA Guard John Wall (Washington Wizards), among others.  Not only will the athletes assist Reebok/CrossFit in constructing a new outlook on fitness, they will also showcase some of Reebok's key brands, such as RealFlex and ZigTech.


Reebok Lives Its Brand

Although 'The Sport of Fitness Has Arrived' (and CrossFit) places a new twist on both sports and fitness, it does not represent the first time that Reebok has endeavored to drive consumer action in a positive manner.  During the 1980s - amidst the days of synthesizer-laden tunes, wild hair, bright/zany clothing, and a whole lot of spandex - Reebok led the way in the women's exercise movement through products and programs such as the Freestyle and Step Reebok, respectively.  In doing so, the company made fitness appealing to many individuals, carved out its name in the market, and raked in a vast amount of rightfully-earned profit.  Fast-forward to 2010, the year in which Reebok and CrossFit joined forces with a shared mission to provide people around the world with the power to increase their physical capacity and improve their lives.  This up-beat, high-energy partnership has resulted in widespread awareness of CrossFit as a legitimate sport, the annual Reebok CrossFit games, CrossFit-specific footwear and apparel, and a series of Reebok-CrossFit exercise facilities, better known as CrossFit "Boxes" (I know, there's a lot of "CrossFit" going on in that previous sentence).

Oh, I almost forgot, the Reebok team devoted to the new movement does not consist of a bunch of market-share hungry marketers, number-crunching accountants, and pencil-pushing managers; they "ain't frontin'," neither.  Each week, over 400 Reebok employees head over to Reebok CrossFit One - the company's sponsored facility (Canton, Mass., 2010) - in order to enjoy a grueling WOD.  And, nearly 1000 Reebok staff from around the globe regularly choose CrossFit as their daily form of exercise.  If that doesn't spell dedication for you, it may "tickle" you to know that roughly 100 Reebok employees have completed the CrossFit Level 1 training course.  If you ever wanted to discover how to "live your brand," these Reebok personnel supply you with a definite example each and every week.


Arrived And Here To Stay

How has 'The Sport of Fitness Has Arrived' played out for Reebok and CrossFit so far?  Well, if Social Media activity stands as any indication, pretty damn good.  The short, 1-minute spot seen above has generated over 3 million views on YouTube (not to mention the collective 250,000+ views from four videos that have appeared on the Reebok channel in the previous 2 weeks)  - quite the figure when you consider that 1 million YouTube plays has been identified as the marketer's "magic number" for spurring online action - hundreds of daily Re-Tweets and @Mentions via the #reebokcrossfit hashtag (as well as related hashtags) on Twitter, and an extensive amount of Facebook activity via Reebok's uploaded CrossFit photos, WODs, and general fitness insights.  If I had to venture an educated guess, "The Sport of Fitness" has not only arrived; it's here to stay, and I am more than OK with that.


CrossFit...In A Nutshell

According to the CrossFit Journal, a publication made available by CrossFit Inc., "CrossFit is a strength and conditioning system based on varied, if not randomized, functional movements at high intensity (emphasis added)."  In essence, CrossFit combines a wide array of exercise formats - weightlifting, gymnastics, running/sprinting, plyometrics, kettlebell training, rowing, and power lifting - in an effort to build a healthy degree of proficiency in 10 physical skills: strength, cardiovascular endurance, stamina, flexibility, power, speed, agility, coordination, balance, and accuracy.  To accomplish such objectives, CrossFit relies on various types of equipment and individualized/combination activities, ranging from bodyweight exercises and rope-climbing to the movement of large objects such as tires and sand bags.

A typical CrossFit workout, which takes place in a sanctioned facility dubbed a CrossFit Box, often includes some sort of warm-up, a time-period devoted to skill development, and (usually) a 10-25 minute Workout of the Day (WOD).  Each WOD focuses on both efficiency and form, and also holds a different fitness objective, targeting varying muscle groups and/or one or more of the 10 physical skills outlined above.  Moreover, while some CrossFit Boxes craft their own customized sessions, most typically follow the WOD posted by CrossFit.com, which usually bears the name of a woman, such as the ever-famous "Fran" or "Grace."  All (sanctioned) CrossFit WODs are led by certified instructors in a team environment, which highlights the concepts of community, competition, and shared goals/achievement that Reebok/CrossFit espouse in 'The Sport of Fitness Has Arrived' marketing campaign.

Andrew's Advice - Training Tips, Nutrition Notes, and Healthy Habits

Training Tip (February 4th 2012):

Test yourself - Try CrossFit

Did you really expect me to devote an entire post to CrossFit, provide you with the requisite 411 about it, and then not tell you to give it a shot?  As I hinted at above, CrossFit combines the best of all forms of fitness, packages them into an extremely efficient workout, and then proceeds to kick your a$$ and test your physical/mental/spiritual limits, all in a supportive team-based atmosphere.  Don't believe me?  See for yourself:

Let's see what you've got, ladies and gents.  

Andrew Snyder

Share, Share, Share!  Feel free to leave a comment below, or message me via E-mail (snydeaab@uni.edu), Facebook, Twitter, or LinkedIn!

Digitally Fit's Return & The Mobile App That May Keep You On Track in 2012: Gym Pact

Finally, after a seven week hiatus from submitting Blog content, an extremely unproductive (i.e. enjoyable) winter break, and a series of back-and-forth arguments with my conscience (no, I'm not crazy...at least I don't think so...), I have decided to awake Digitally Fit from its offline slumber.  I know you may find it difficult to do so, but please try to contain your excitement - I doubt that the people around you wish to listen to you express your thrill by shrieking, screaming, and "cackling" like a middle-aged school girl.


The Future of Digitally Fit

Have you calmed yourself?  Good.  Because I am no longer bound by the requirements of my previous Digital Advertising course at UNI - Digitally Fit "originates" from a semester-long Social Media assignment/project - a few of my future articles may deviate from a digital marketing "focus" from time to time (If you're reading this, Professor Wilson, consider it my respectful rebellion).  However, you can "bet your bottom dollar" that I will remain committed to discussing and outlining some of the latest trends in the Health and Fitness industry.  Also, although this little gem of a Blog is back up and ready for action, I intend on keeping my posts to somewhat of a minimum - perhaps two or three per month.  Despite what you may think, I do not characterize my plan for relatively infrequent updates as an indication of laziness or a lack of determination; I consider it my desire to finish my final semester as college student with flying colors, as well as my attempt to secure a "big-boy" career following my graduation in May (cough...cough...potential employers...cough).


Now that my little "comeback" introduction has concluded, I invite you to flex your health, fitness, and creative marketing muscles with Digitally Fit! Hint: This is the part where you prove your commitment as a reader by following my Blog - Please direct your attention to the "Join this site" tab located at the right of your screen. 


From Our Previous Encounter...

Although it chronicles all the way back to November of last year (I love the fun of date referencing in January), my previous post documented the use of positive reinforcement - a reward system for behavior modification - as a means towards generating the motivation required for developing and sustaining an exercise regimen.  (Click Here to view).  Via a downloadable mobile application called Nexercise, you not only obtain the ability to monitor your fitness progress, but you also acquire the opportunity to earn redeemable coupons and bonus codes, as well as tangible prizes - all by participating in some sort of (Nexercise-approved) physical activity for at least 15 minutes.  In other words: The more you work out, the more chances you have to win (and improve your health!).

Fitness Motivation Through Punishment?

Although Nexercise and its reward system certainly add a new spark to health motivation, you may recall from Psychology 101 that an individual's behavior can be modified via an alternative mechanism: Punishment.  Specifically, negative punishment, in the case that follows.  In this sense, one undergoes the removal of an otherwise pleasing stimulus upon either performing, or not performing, some sort of action.  If, like me, you found yourself involved in any sort of mischief as a child, you may recall mom and pop "taking away" your favorite toy, revoking your television privileges, or "grounding" you from your beloved video games.  So, how do you successfully apply negative punishment to the concepts of health and fitness - notwithstanding the disastrous outcomes of an unhealthy lifestyle (i.e. decreased energy, degeneration of bone and muscle tissue, worsening of appearance, etc.)?  And, how does said behavior manipulation work to motivate you towards staying committed to your exercise program?  Consider the following: What if, by NOT making that trip to the gym, someone, or something, came along and snagged anywhere from $5 to $50 - per absence - out of your wallet or purse.  Unless you have a "money tree" planted in your backyard (If so, feel free to throw a few seeds my way), you would most likely sideline your excuses and start "working your a$$ off"...and hard, too. 

Such monetary punishment stands as the basic premise of Gym Pact, a Smart Phone application currently available for the iPhone.  Founded in a "Harvard dorm room," Gym Pact possesses a relatively simple operation scheme:

  1.  Download the app from Apple and register at the Gym-Pact website.
  2.  "Set Your Pact:"
     a. Identify the days of the week you plan to exercise (at an actual fitness facility)
     b. Set the monetary stakes (i.e. your punishment) for a missed gym trip ($5-$50)
  3.  Check-in at your facility (and stay there - the app will monitor the duration of your workout)
  4.  Actually exercise (Uh...duh.).
  5.  Let the success commence (and save your money!)

Gym Pact App Logo

To add to its "punishing," yet innovative motivation mechanism, the Gym Pact platform includes a rewards system as well.  Although I would probably do so, the Gym Pact team does not simply pocket the monetary stakes from users' missed gym trips as a form of profit.  Instead, every Sunday, the money received from participants' exercise absences contributes to a pool of funds, which are then re-allocated among the men and women who actually fulfilled their pact.  Basically, you receive one "portion" of the app's "pot" for each completed workout in your exercise schedule.  (For example: 3 days/week = 3 portions).  According to an article on TechCrunch.com - which includes an interview with one of Gym Pact's co-founders, Yifan Zhang - the weekly average for rewards stands at roughly $1.  Although meager, Zhang claims that the bonus cash "is enough to reinforce (emphasis added) that achievement.  The small change can add up."  I certainly hope so; I doubt that most people will take the time to complain about free money.


Analyzing the Gym Pact App
As you have read my commentary here, you have probably considered at least one of the following issues, some of which Gym Pact has addressed; others remain unsolved:

Gym Pact 'Exemption' screen shot

1.  You can't make it to the gym because the flu bug has found its way around your office, and has made a personal visit to your immune system.  Or, similarly, you just so happen to sustain a legitimate injury.  No sweat (literally), the Gym Pact website hosts a downloadable exemption form, that when signed by a physician or employer, will prevent you from breaking your pact due to workout absences.  Although you may feel like a child filling out the form, I suppose it fulfills its purposes simply enough - but I do not know if I would have the gusto to ask my boss to fill it out for me....

2.  You finally decide to bank in on those paid vacation days that you so commendably earned last quarter, and plan a nice week-long getaway at some remote island off of the West Coast (Sure, I'll gladly tag along!).  Because Gym Pact "believes that taking occasional breaks is an important part of a healthy life," you may "freeze" your account during your vacation, and thus prevent the app from snatching fives, tens, and/or even fifties  from your bank account.

3.  Uh oh.  After scrolling the list and checking it twice, you notice that your gym fails to appear in the Gym Pact GPS system.  Obviously, the app does not contain each and every exercise facility in its database, meaning that your local Average Joe's gymnasium might not have a listing.  Luckily, Gym Pact will allow you to add in your favorite workout spot - assuming its not your home or office gym.  


4.  Like any smart fitness enthusiast, you incorporate a myriad of physical activities into your exercise program, which may include running, biking, and/or open-water swimming.  Unfortunately, the Gym Pact app does not currently allow you to contribute such endeavors towards your weekly workout commitment.  Thumbs down, Gym Pact.  (Although understandable, as I have know idea as to how the app could successfully track such activities.)

5.  To verify the duration of your workout, Gym Pact tracks your location at a predetermined time interval.  Doing so requires you to not only leave your Smart Phone turned on while you exercise, but also to allow for the continued use of your device's GPS feature, which can have a disastorous effect on battery life.  Green points for Gym Pact: 0.

6.  What do actual Gym-Pact users think of the app?  Well, based on the three customer reviews submitted to the Apple App Store website (as of today), Gym Pact may be to good to be true - all three reviews included a one star rating, and two of them described fairly significant "bug-related" issues.  However, the mobile software did receive an overall rating of 2.5 stars (from 30 customers) - a relatively low, albeit somewhat acceptable, score after considering the difficulty inherent in tracking gyms and workouts, as well as the app's young age (first version released in 2011).


Despite a few unsavory ratings and operating hurdles, the Gym Pact development team claims that their mobile creation exhibited a 90 percent success rate during a Boston test pilot, which may exemplify the influential nature of both punishment and money on human behavior.  In addition, the app has also been featured in a wide array of online and offline publications, including Tech Crunch (see above), the Freakonomics Blog, NPR, and Boston Globe.  


As always, I think purely intrinsic motivation stands as the key to fitness success, but I will pretty much side with any sort of movement dedicated to promoting increased physical activity; Gym Pact does just that.  And, although the app certainly has a few bugs to sort out before it reaches perfection, it does not cost a single penny to download and/or use - unless, of course, you break your pact.  Consequently, if you know for certain that you have what it takes to remain fully committed to your health-related goals and objectives, I would say give the app a shot.  Who knows, maybe that day will come where you need a little extra push in order to guide you out your front door and to the gym.  If anything, you can at least earn some coin for everyone else's laziness.

Andrew's Advice - Training Tips, Nutrition Notes, and Healthy Habits

Healthy Habit (January 13, 2012):

Start the new year off right: Align yourself with a proper wellness goal

As you well know, the ever-famous "New Year Season" is wrought with vivid resolutions for lifestyle changes and physical appearance improvements - with an explicit (though somewhat misguided) emphasis on the latter.  Men and women flock to the gym, attempt to "clean up" their diets, and begin to snatch up the latest in nutrition supplements.  Despite these noteworthy causes for behavior modification, beautification, and general health advancement, most of them end up in the proverbial trash by Valentine's Day (if they make it through January).  This year, when crafting your wellness goals, do so in a manner that allows you to enjoy success and personal fulfillment.  Here's a few tips to get you started:

Ease up, Muscles

1. Choose a goal that matters to YOU.  Your endeavor to improve your health and/or fitness level should center on your own ambitions and abilities, not someone else's.  Striving to meet the goals of your peers may cause you to lose track of who you are, and may also lead to stress, injury, or even worse - failure.

2. Get others involved.  Although your wellness objectives should focus on personal advancement, having a support system will help you realize success, especially on those "off days."  And, including your friends and family in your health/fitness plans will not only add enjoyment to your new adventure, but may also motivate your loved ones to undertake similar lifestyle changes.

3.  Embrace roadblocks...then overcome them with tenacity.  The road to improved health and fitness is not necessarily a smooth one; bumps, twists, and turns will definitely occur.  With that said, do not let minor obstacles scare you away from achieving your goals.  Instead, use them as a source of fuel to propel you to the finish line.  Trust me, it works.

4.  Finally, stay SMART.  You may remember the SMART Goal from elementary school.  Ideal goals are: Specific, Measurable, Attainable, Relevant, and Time-bound. By crafting your objectives in this manner, you can ensure that they meet the requirements of your current and desired lifestyle, physical capabilities, as well as any outside (i.e. work, school, family, etc.) comittments you may have.  Also, SMART goals will allow you to determine whether or not you have reached your established targets, and how you should evaluate that accomplishment.


Make 2012 Your Year!


Andrew Snyder


What are your goals for 2012?  Have any helpful hints to share?  Leave a comment below, or message me via E-mail (snydeaab@uni.edu), Facebook, Twitter, or LinkedIn!

"Nexercising"- An Innovative Approach to Healthy Living and Fitness Marketing

Although the blasphemous existence of "National Fast-Food Day" and a series of other ridiculous "holidays" may convince you otherwise, most people, at the very least, recognize the many benefits inherent in frequent physical activity.  However, when discussing an effective fitness program, remaining committed to your exercise initiative, or even starting one, for that matter, can sometimes seem like a torturous task.  Indeed, you must take the time to organize workouts into your daily schedule, find the type of training that works best for you, and then endure a few aches and pains along the way.  To top it off, most of your (recognizable) improvements will occur in a time-delayed fashion, which may cause you prematurely opt for a new exercise routine - starting the process all over again.  This vicious, disheartening cycle makes it almost too easy to just throw in the towel and succumb to the old adage (which I hate, FYI): "What's the point?  I'm going to die anyway!"

Nexercise - Earn Rewards While You Exercise

If you feel tempted to employ the slightly suspicious (and somewhat lazy) excuse listed above as a means to validate a sedentary lifestyle, or if you feel the need to pinch your pennies so tight that you forego any resource investments that do not provide an immediate return, than I may have found your saving grace.  What if I told you that by exercising frequently and tracking your progress, you will not only enjoy improvements in your overall health, but also obtain the opportunity to compete with your friends, earn leadership badges in Social Media networks, and win discounts to real fitness products, as well as free merchandise?  Yeah, I thought that might grab your attention.  In a nutshell, these engaging and satisfying features form the foundation of a (free) Smart Phone application (app) called Nexercise.  Currently available on the iPhone operating system (Android release anticipated in the near future), Nexercise offers an interactive way to earn rewards for physical and social activity - things you should probably do anyway - which provides the extrinsic motivation that some people need in order to kick start (or maintain) a wellness program:

A tracking system, competitive atmosphere, and rewards?!  Sign me up!

Benefits for Consumers AND Marketers - A Two Way Street

As a fitness enthusiast and an aspiring marketer, I view the Nexercise app as a "win-win" platform for both consumers and businesses:

For the Consumer

"Nexercising" (as dubbed by the company):

• Supplies users with tangible incentives for arising from the couch and engaging in physical activity
• Increases buyer awareness for healthy products and services
• Serves as an effective means for tracking fitness improvements and goal acheivement
• Allows for a fun, friendly form of competition
• Incorporates a readily accessible and easy-to-use interface via Mobile technology

For the Marketer

By integrating promotional programs with the Nexercise app, Fitness marketers can:

• Align their goods and services with a healthy initiative
• Enhance consumer recognition for their established offerings, while generating awareness and product trial for new market entries
• Capitalize on positive brand associations, as users may transfer the joys of weight-loss and heightened athletic performance to the products obtained via 'point' accumulation
• Access real-time customer data pertaining to redeemed discounts and Social Media conversations

A New Beginning for Health, Fitness, and Digital Marketing?

Although I believe that intrinsic motivation stands as the best form of inspiration when striving for fitness improvements, I cannot argue with Nexercise's initiative to foster a fun and (literally) rewarding exercise experience.  In short, the app combines many facets that a large number of consumers love: The ability to play games, socialize, and earn free merchandise, as well as a means towards leading a healthy lifestyle.  Additionally, assuming that it remains untarnished by companies that sell unhealthy goods and services, Nexercise provides fitness firms with many profitable marketing opportunities.  Given the likelihood that the people who download the app also use the brands advertised via the "points" system, companies that partner up with Nexercise can increase the relevancy of their promotions, thus improving the potential for subsequent product adoption.  As Nexercise continues to grow in terms of application use, and begins to appear as a downloadable option for the Android operating system, consumers and marketers alike will have the capacity to reap the benefits of physical activity/healthy living in a timely manner.  How's that for a "point," ye exercising nay-sayers?

Andrew's Advice - Training Tips, Nutrition Notes, and Healthy Habits

Healthy Habit (November 23, 2011):

Don't let Thanksgiving Day cloud your fitness judgement

Ah, Thanksgiving.  A day full of the 3 F's: Family, Fun, and a Feast that has the potential to completely F*@# up your fitness regimen.  Okay, maybe I went a little too far with that one.  Regardless, the ever famous day of stuffing-your-face-with-grandma's-goodies-only-to-spend-hours-laying-on-the-couch-with-your-pants-unbuttoned does not have to throw a wrench into your health/nutrition commitments.  Here's a few helpful hints to keep you on track this Thanksgiving:

1. Go for the white meat.  Instead of snagging a drumstick with skin, or a cut of dark meat, opt for a serving (about the size of a deck of cards) of white meat turkey.  Because white meat contains a substantially smaller amount of fat than its dark counterpart, it provides you with a much leaner, healthier source of protein and amino acids.

2.  Stick with mashed potatoes.  Although that bowl full of gooey, candied sweet potatoes may catch your eye, do your body a favor and help yourself to a scoop of the mashed variety.  Regularly cooked spuds (assuming they're not loaded with butter!) represent a healthier source of carbohydrates and vitamins, and will also satisfy your relentless hunger.  On a related note, you probably do not need to completely flood your potatoes with gravy - two or three drizzled spoonfuls will do just fine.

3.  Keep it simple when selecting vegetables.  Thanksgiving dinner abounds with a variety of vegetable casseroles, the most famous of which containing green beans.  However, I guarantee that your aunt prepares her famous dish with an endless supply of cream, butter, and salt, which turns an otherwise healthy alternative into a calorie dense disaster.  So, as you fill your plate with colorful greens, choose vegetables that still resemble their original form, and then kick them up a notch with a variety of herbs and spices.

4.  Organize a family activity following dinner.  After the feast has concluded, rather than sacking out in front of the television to watch football, head outside and actually play a game or two with your family.  Or, if you do not enjoy throwing around the "ol' pigskin," set up a basketball tournament, obstacle course, or a relay/sack race.  Partaking in at least some form of physical activity will help you burn off a few calories, allow you to spend some time with your loved ones, and provide you with an opportunity to embarrass your cocky uncle Bill as you show him up on the field.


Have a Healthy, Happy Thanksgiving!

Andrew Snyder


Don't Be Shy!  I want to hear from you!  Leave a comment below, or message me via E-mail (snydeaab@uni.edu), Facebook, Twitter, or LinkedIn!

Wim Hoff and Columbia Sportswear - A "Cool" Approach to Digital Marketing

Now that we have passed the halfway point of November, those of us lucky enough to enjoy the moody Northern Iowa climate have begun to prepare for the Winter months ahead.  Well, maybe not all of us, but I definitely have, for I detest cold weather with an undying passion.  Not only do I shiver (pun intended) at the thought of having to walk to and from my daily classes through freezing temperatures, on sidewalks littered with snow and ice, I also loathe the fact that I will soon need to find an alternative to my morning runs - at least for those days in which sub-zero forecasts and/or slippery trails force me to opt for the treadmill.  Although I hope Old Man Winter holds off for just a few more weeks, I can feel his chilling breath at my back; he senses my fear and will soon relinquish his icy terror...

Okay, okay.  Maybe I have a slightly exaggerated anxiety for frigid weather.  Nevertheless, it seems that Columbia Sportswear has heard my relentless whimpering, and has come to my rescue with its new Omni-Heat Electric line of outdoor clothing.  To top it off, the company has also developed an impressive digital marketing campaign in order to introduce its "hot" new gear (again, pun intended).  Check it out:

Wim Hoff, you're a better man than me, for I can assure you that no one will ever find me running around half-naked at the tip of the Arctic Circle, or whatever you want to call that frozen Hell upon which you walk.

"Chilling" with Columbia and "The Ice Man"

Actually, I have met Wim before; he appeared in Discovery Channel's documentary series entitled "Extraordinary People" a few years ago.  I must say, his ability to employ his mind for body temperature regulation is quite amazing.  Equally impressive, at least in terms of digital marketing creativity, is Columbia's decision to cast the Ice Man (not to be confused with Chuck Liddel) in its online campaign for Omni-Heat Electric.  Obviously, you, me, and virtually every other person in the world cannot adjust our body heat in the face of glacial adversity, thus validating the claim that we are clearly "not Wim Hoff."  With the inclusion of this brief tag line, the Internet advertisement effectively widens Columbia's available market to potentially any person who has an immediate need for warm and rugged clothing in the near future.  And, as an individual who has enjoyed the company's coats, boots, and hats throughout many a cold Winter, I can personally attest to the quality of its outdoor wares.  Assuming that Columbia's other customers hold the same degree of product satisfaction as myself, the firm certainly possesses the requisite credibility for developing such a blunt, yet appropriate promotional program.

Screen shot of  Columbia's YouTube page -
I'm catching pneumonia just by looking at it.

To augment Wim Hoff's standing as the Omni-Heat Electric "Anti-Spokesperson," Columbia has recently devoted its entire YouTube channel towards hosting a series of "cool" videos (my last pun, I promise).  Ranging from "Wim-Hoff - Another Day at the Office" to "Ice Hole," each short spot capitalizes on the same main idea: Although the Ice Man can parade around in his underwear throughout the sub-zero climate, most of us cannot, so we should probably bundle up in Columbia's Omni-Heat gear, which offers "warmth at the touch of a button."

Columbia's Facebook Page

In addition to his appearance on Columbia's YouTube profile, Wim Hoff has also earned his own section on the company's Facebook page.  Titled "Wim Hoff" (how appropriate), the tab includes the above mentioned videos, the ability to peruse the Omni-Heat Electric product line, and links that direct users to the storefront available on Columbia's corporate website.  Also, because most consumers now expect the integration of sales promotions into any marketing campaign, the sportswear firm has developed a neat little contest that offers its Facebook fans an opportunity to win free Omni-Heat Electric gear:

An Avalanche of Success

As someone who loathes Winter and all of its unpleasantries, I find myself drawn to the warm tug (okay, I lied, one more pun) inherent in Columbia's Wim Hoff initiative.  And, given that the Ice Man videos have collectively generated over 1,000,000 online impressions, I do not think I stand alone in that regard.  Nice work, Columbia.  You should feel proud that, like Mr. Hoff himself, someone in your corporate ranks has used his or her brain for something other than participating in the weekly send-home vote on "Dancing with the Stars."

Andrew's Advice - Training Tips, Nutrition Notes, and Healthy Habits

Training Tip (November 20, 2011):

When choosing a training partner, pick the one who's "right" for you


Having a partner in crime while at the gym or out on the trail can serve as an effective means for achieving your fitness goals.  Indeed, an exercise "buddy" will help you stay motivated and on track, while also ensuring that you perform each workout safely and effectively.  However, not all training partners are "created equal," meaning you should keep a few things in mind when selecting someone to accompany you while exercising:

1. Training Schedule.  Obviously, you and your teammate need to have an exercise routine in place that fits both of your schedules.  Set a time (and place) that works best for the both of you, taking into account such factors as the operating hours at your local gym, work (and other) obligations, and the time of day in which you and your partner feel energized and ready for action. 

2.  Fitness Goals.  Many people exercise for a variety of reasons, including weight loss, strength-building, cardiovascular endurance, and/or general recreation.  Partnering up with someone who holds similar training objectives will allow you to remain focused on your fitness goals, provide you with support during your "off days," and afford you the ability to develop a lasting relationship as both of you begin to enjoy success.

3.  Physical Capabilities.  Related to common fitness goals, you and your workout partner should also possess comparable levels of physical aptitude.  When two people have different skill sets and training thresholds, problems are bound to occur.  Not only will one person have to "ease up" and forego fitness improvements, the other will likely place his or her safety at risk by trying to push too hard, too fast.

4.  Common Interests.  Because you will spend a substantial amount of time with your exercise partner of choice, you may want to find someone who shares similar values, ideals, hobbies, etc., in addition to those pertaining to health and fitness.  Doing so facilitates the relationship-building process, thus improving your overall training experience.  In simple terms, if you would never consider hanging out with a prospective workout companion, you may want to choose someone else.


Regardless of who you team up with, remember that your primary objective needs to focus on achieving your health and fitness goals, not your partner's.  Although exercising with a friend can be both motivating and enjoyable, such satisfaction should not come at the expense of improvements in your training, as well as your overall safety.


Happy Hunting!  Maybe the Ice Man will go on a run with you?


Andrew Snyder


Ideas?  Share them with me via E-mail (snydeaab@uni.edu), Facebook, Twitter, or LinkedIn!  Or, leave a comment below!

26.2 Miles and Beyond: Asics' Creative Approach to Marketing at the NYC Marathon

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This weekend, on November 6, 2011, millions of people from across the globe came together to either view or take part in one of the world's largest running events: The ING New York City Marathon.  For professional runners, the ING Marathon attributes to somewhat of a "walk in the park," although you would never venture such a guess given their lighting-fast speed.  On the other hand, for many of the sport's avid enthusiasts, participating in this 26.2 mile race stands not only as the ultimate test of physical endurance and mental strength, but also as a potentially life-changing event.  Indeed, numerous people holding a wide range of skill sets devote entire months to strenuous preparatory training, endure painful race-day blisters and cramps, and fight their way through the ever-famous "Marathon Wall" - all for the sense of accomplishment that can come from completing a marathon.  Consequently, it should seem only natural that organizations tied to the sport of running would desire to align themselves with such an well-known, intensely emotional race.

Enter Asics.  Asics, an international manufacturer of running footwear and apparel (as well as other fitness-related gear), has served as a sponsor for the ING New York City Marathon for many years.  In that time frame, the organization has utilized multiple forms of media advertisements associated with the event - ranging from static billboards and print ads to T.V. commercials and website banners - in order to generate brand awareness and product adoption, as well as recognition for Asics athletes.  For the 2010 and 2011 marathons, however, Asics and its hired ad agencies developed two extremely unique, digitally-enabled campaigns than do more than promote the company's top of the line shoes and endorsed runners.

Support Your Marathoner

Making its debut in the 2010 NYC Marathon, Support Your Marathoner innovatively combines Social Media and online content with the age old success of billboard advertising.  With the help of Vitro, an ad agency who has created many remarkable campaigns for such companies as Kyocera, Lysol, and Intel, Asics aligned its running brand with the intimate nature of completing a marathon.  Take a look at the video below, which highlights the key features of last year's Support Your Marathoner initiative:

At the forefront, the Support Your Marathoner campaign, with its high degree of both online and offline engagement, allows Asics to enhance its reputation as a firm committed to supplying runners with the tools they need to succeed: Quality footwear and apparel, as well as emotional support.  By providing the family members of the ING Marathon's participants with the ability to "help" their loved ones complete the physically-taxing event, Asics most certainly carved out a distinct position for itself in the close-knit running community.  In addition to building the firm's overall brand image, the emotion-based promotion also supplied Asics with a substantial degree of exposure.  This year in particular, 46,536 runners took part in the New York City Marathon, and approximately 2 million spectators attended the event in order to cheer on their friends and family.  Such a large audience in one central location represents a significant amount of ad impression opportunities, even if only a fraction of potential viewers actually witnessed the interactive billboards.  Oh, before I forget, consider a few additional prospective audiences: The 300+ million people who may have seen the Support Your Marathoner messages while watching the race on T.V. or the Internet, the plethora of online users who may have stumbled upon the campaign while surfing the web, and the approximately 35,000 individuals who have seen the above video (including you and me!).

Asics Marathon Experience

As part of the company's affiliation with the ING New York City Marathon, Asics has incorporated the concept of the 26.2 mile endurance race with its new national advertising campaign: "Stop at Never."  On October 31, Asics began displaying a collection of marathon exhibits in the New York City Columbus Circle Subway Station.  Titled "Marathon Experience," the set of displays "speak directly to Asics' commitment to athletic excellence and technological innovation."  And, to top it off, the components of the Marathon Experience program represent truly creative approaches to the sport of running, as well as corporate advertising.

Two Football Fields Worth of Running Content

To implement the Marathon Experience campaign, Asics, via assistance from Vitro (see above), CBS Outdoor, and Inwindow Outdoor, has literally taken over the Columbus Circle Station with a series of 64-foot-long visuals that comprise of interactive videos, product advertisements, and inspirational marathon content.  One section of the promotion, titled "Run With Ryan," has garnered a lot of attention in the past few days.  Check it out:



In addition to "Run With Ryan," the engaging advertisements in Columbus Circle also feature an exposition titled "Slices of Life," which provides an in-depth look at the many components that feed into the creation of the New York City Marathon.  In particular, the display includes shots of the five boroughs the marathon runs through, the actual route of the race, an assortment of event facts, and a complete listing of each race participant.  Also, the screens that depict the streets of NYC are shot through the eyes of a runner, making the Marathon Experience initiative that much more personal.

A shot of the Asics "Wall of Runners"

Although not necessarily "digital" in nature, Asics has also exercised its "green thumb" via the inclusion of a visual entitled "Recycled Runner."  Developed by a New York artist, Recycled Runner transforms various forms of "marathon trash" (i.e. band-aids, water cups, gel packs, shoelaces, etc.) into an eye-catching masterpiece.  Take a look:

Overall, many pedestrians have expressed a positive attitude towards Asics' Marathon Experience; some have even gone so far as to consider the group of promotions as a "work of art."  Given the common negativity towards corporate advertising in general, Asics should feel proud for producing such favorable sentiment for its marketing campaign. 

Well, I think I may lace up my running shoes and hit the pavement for a while.  The Marathon Experience intiative ends at the end of November, which leaves me with little time to train for my showdown with Ryan Hall's digital phantom at the Columbus Central Subway Station.

Andrew's Advice - Training Tips, Nutrition Notes, and Healthy Habits

Nutrition Note (November 10, 2011):

Stay on track with your nutrition regimen - "Brown Bag" your lunch.

For most of us, time is of the essence as we go about our daily routines, making it that much more difficult to choose healthy alternatives for lunch and/or dinner.  All too often, the tantalizing call from "Mr. McDonald," "Ms. Wendy," or "The King" seems as a viable, time-saving meal option.  However, as you (hopefully) know, purchasing and consuming fast-food can wreak havoc on your body, and essentially nullify any progress you have made through your nutrition regimen.  To combat the strong pull from the drive-through, dust off your trusty 6th grade lunchbox, and make good use of it too.  Spend a few minutes each morning preparing your meals for the rest of the day, and utilize Tupperware or other food containers in order to keep your food fresh and enjoyable.  Or, if you find yourself strapped for time before heading off to school or work, cook an extra serving of your evening supper, and simply pack the leftovers to eat for lunch on the following day.  By planning your meals in advance, you can ensure that the foods you consume align with your specific health and fitness goals, and avoid the pitfalls inherent in fast-food.

Have a fitness tip of your own?  Leave a comment below, or send me a message via E-mail (snydeaab@uni.edu), Facebook, Twitter, or LinkedIn!

Andrew Snyder