FitXR establishes itself as an inclusive fitness product

2+

Feature Stories and Interviews

5+

Influencer Posts

10,000+

Views through IG Live

Challenge

With the fitness industry historically not showing diverse bodies in their advertisements and marketing, FitXR wanted to establish itself as an inclusive fitness product for people of all body types and fitness levels.

Solution

SourceCode researched and identified social influencers who embodied and exemplified the type of user FitXR wanted to attract and then established strategic partnerships through product seeding in order to generate diversity-centric content on behalf of the FitXR brand. To complement influencer videos and reviews, SourceCode utilized FitXR’s trainer who was born without legs, Zion Clark, as the spokesperson for this topic and offered interviews with key media for him to speak about the importance of accessibility in fitness, in addition to utilizing him for live workouts and demos with media through social, ie: IG Live, We also leveraged ‘holidays’ such as National Accessibility Day / Day for Disabled Persons as additional seasonal moments to continue this narrative and amplify FitXR’s position on related topics.

Results

Feature stories and interviews with FitXR’s trainer in fitness and lifestyle media such as Shape and PIX11 broadcast

Social media coverage secured with Shape via IG Live 

Influencer posts from Louise Green, including via social pages and a contributed article in SELF highlighting how FitXR was her favorite virtual reality game on the market