Last week, Life Style Sports launched its first running and fitness campaign, totally dedicated to men’s running and fitness – ‘No Excuses, No Regrets!’ Supported by Life Style Sports top four fitness and running brands Nike, adidas, Asics and Under Armour the message to everyone starting to get fit for the new year, is make sure you train in the right clothing & footwear! This will ensure greater comfort, take advantage of global technology from cutting edge brands, lessen the chance of injury when it comes to running footwear and most importantly help achieve better results. The full collection will also be available to buy on www.lifestylesports.com.
To ensure customers get expert advice on the technical benefits behind different products, Life Style Sports have also launched Fitness Product Experts in stores. Their role will be to advise customers on the correct footwear and clothing to wear for each sport and why they are important whether your training for outdoor running, bootcamp, as well as in-door disciplines like gym classes or weight training.
Mark Stafford, CEO Life Style Sports said, “More and more Irish people are looking to fitness and out door training to give them a release from the pressures of modern life. We know that participation levels are at a record high as people take to the streets, beaches, roads and bootcamps everywhere, determined to get active and be social. At Life Style Sports we are confident we have the best running and fitness range on the high street. We are excited about the launch of our Fitness Product Experts, who will really support customers make the right choice for their needs and budget. By shopping with Life Style Sports, customers will be supporting a fully owned Irish retailer, get access to exclusive brands,ranges and colour ways, get value for money and most importantly get product expertise.”
Life Style Sports has over 121,000 facebook fans and will also use Facebook to allow customers who are buying online to ask questions online. An expert panel made up of Fitness Product experts and Bootcamp Ireland instructors will be on hand to answer questions within 24 hours. Mr. Stafford continued “Our partnership with Life Style Sports Bootcamp Ireland will also be leveraged as part of the campaign. We are a social brand and actively seek out engagement with our customers. They can get daily advice & training tips and win daily prizes”.
In an unusual twist on the usual campaign photoshoot, Life Style Sports employees from stores throughout Ireland were handpicked for their passion for sport and fitness to feature in the campaign. Alvaro Dillon (27) originally from Spain works in Life Style Sports Wilton SC in Cork and concentrates his training efforts on bodybuilding and wears Underarmour as his brand of choice. Willie Ryan (21) works in Life Style Sports Roscrea and is an avid hurler. Willie’s brand of choice is adidas and, if he could play alongside any player it would have to be Galway hurler Joe Canning. Stephen Boyle (25) Life Style Sports Mary Street. Stephen’s passion is rugby and his sporting highlight to date has been playing for the Leinster Youths. adidas & UnderArmour are his brands ofchoice & base layer top is a vital piece of kit for him when training outdoors during the winter. Ross Storey (19) works in Life Style Sports Wexford, he would love to have the skill of David Beckham for free kicks but he would wear the red of Arsenal rather that ManUtd! His top tip for training in the gym? Wearing Nike Free Run trainers for maximum comfort. The final star of the Life Style Sports ‘No Excuses, No Regrets’ campaign shoot is 25 year old Cian Noone, who works in Life Style Sports in Galway Retail Park and trains hard for marathons by running up tofive times a week. He wears adidas clothing and footwear. The Life Style Sports guys will feature in instore advertising in all 62 Life Style Sports nationwide from 14th January 2013.
This is a really good campaign from Life Style Sports. Integrating social media is now a vital part to any PR campaigns. Word of Mouth is also so important now, especially when, according to New Media Trend Watch, 66.8% of the Irish population are now online. We hear so often of companies using social media to interact with their publics but not necessarily engaging with them. This campaign is so interactive and it’s nice to see what they are doing in store will also be reflected through their social media channels. Well done Life Style!
Love Niamh x
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