gym+coffee product launch

We helped athleisure brand Gym+Coffee, create buzz for their latest hoodie drop by crash-landing a shipping container in Manchester, engaging influencers and consumers with exclusive perks, coffee and merch.

Challenge

Gym+Coffee pride themselves on their ‘world class’ hoodies and were about to release their latest drop. In a market saturated with endless fitness content, they knew a physical experience would be the best way to turn heads and get cut through - so what would be the best approach?

Insight & Strategy

Taking a very literal approach to the ‘fashion drop’ concept, we would create hype by physically dropping a fully branded, “highly confidential” shipment in one of the UKs busiest retail areas, disrupting commuters and offering exclusive Gym+Coffee perks for a limited time.

Solution

Gym+Coffee's shipping container pop-up in Manchester’s Spinningfields precinct drew crowds with its edgy, crash-landed appearance. Inside, a raw, low-lit space with industrial fixtures showcased the new hoodie drop while offering barista coffee, and a custom 'drop' game to win merch. To spread the word further, targeted influencers and brand ambassadors were invited to attend and create content.

Impact

The activation caused a huge amount of intrigue with non-stop queues throughout the two live days. Further OTS was generated via social media and a selection of local media ran stories on the campaign. The container was repurposed and reused at more city centre drops and festival activations throughout the following year.

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