With gyms back open and consumers eager to join classes away from their homes, putting on a live event was the perfect opportunity to get MAAREE products into the hands of influential females. Our goal was to road-test the Solidarity and Empower bras and generate media noise with a high energy HIIT session.
The rising star of women’s sports performance
MAAREE was founded by Mari Thomas, a former sports product performance tester.
On a mission to support women so they are empowered to achieve their goals, MAAREE is an up and coming brand with an innovative range of performance products including sports bras.
Our goal was to help MAAREE generate buzz around the brand and reach a select group of influencers and media through an interactive and experiential activation.
By offering a real, first-hand experience of the ‘hero’ Solidarity and Empower bras to the right people, we wanted to turn media influencers into vocal advocates of the MAAREE brand.
“MAAREE sports bras are hard to beat, the high impact design minimises movement during physical exertion giving women the chance to work out as hard as they want to with very little discomfort”
Creating a HIIT event with a twist
To properly road-test products and create an engaging event we organised a high-energy gym session at the StrongHer space. This strictly women only gym and fitness community in London was the ideal venue for an event with a mission to empower women and the owners of StrongHer are also massive fans of MAAREE.
We designed the event with a HIIT inspired theme with first-hand testing, knowledge, insights and engagement with the brand – all with fun at the fore.
We targeted a variety of female media and influencers who were active and into fast-paced HIIT classes so we could generate noise around the ‘hero’ Solidarity and Empower bras.
The event included a fun, circuit-style HIIT and trampoline workout to showcase the support and comfort that MAAREE bras offer. Each guest received a 1-on-1 bra fitting appointment prior to the session to maximise the brand’s unique service and to get the correct sized bra for every individual.
The event was introduced by Mari who told attendees about her background, career path and the revolutionary technology behind the hero products. The goal was to authentically position MAAREE as a rising star of women’s sports performance apparel and a game changer in the sports bra field.
We captured photography on the day for MAAREE to use and for guests to share on their channels, social posts and media features.
Achieving a brand breakthrough
total reach of coverage
Capturing the hearts of new fans
We secured a diverse and engaged group of media and influencers to attend the HIIT session resulting in positive feedback about MAAREE products and the event.
The event generated 52 social mentions, 2 pieces of media coverage in This is London and Fit & Well and further coverage is pending.
Every attendee genuinely embraced the experience and we are confident we have created a vocal group of new brand fans.
After 18 months where COVID had impacted the ‘launch’ of MAAREE to the UK market, this event was a real brand breakthrough, achieving first-hand awareness, visibility and experience to a group of influential females.
The event gives MAAREE a strong platform and new relationships for building further awareness of the brand and its empowering products.