Technogym | SkillAthletic
With the Crossfit craze in full swing, everyone everywhere was
on the hunt for practical movement-based workouts.
To cater to this emerging demographic, gym and fitness equipment
design giants Technogym developed a new range of products catering
to functional sport applications. It was equipment designed
for people who love sports but aren’t so keen on gyms.
They called it SkillAthletic.
on the hunt for practical movement-based workouts.
To cater to this emerging demographic, gym and fitness equipment
design giants Technogym developed a new range of products catering
to functional sport applications. It was equipment designed
for people who love sports but aren’t so keen on gyms.
They called it SkillAthletic.
From Brand Pillars To Assets
Technogym needed to get the word out with a cohesive look
and feel that could flex across a range of assets.
Working with Creative Agency DUDE, Nucco Brain began by setting out the brand pillars
- power, agility, speed and stamina -
to create a framework for assets over a range of media.
These helped define a contemporary aesthetic for the products.
and feel that could flex across a range of assets.
Working with Creative Agency DUDE, Nucco Brain began by setting out the brand pillars
- power, agility, speed and stamina -
to create a framework for assets over a range of media.
These helped define a contemporary aesthetic for the products.
Advertising Campaign
Strategically, the idea was to show people who are into
sports how these gym-based products could help them improve
their performance. We developed a range of assets depicting the
Technogym products with their relevant sports.
Strategically, the idea was to show people who are into
sports how these gym-based products could help them improve
their performance. We developed a range of assets depicting the
Technogym products with their relevant sports.
Our campaign was a mixture of out-of-home billboards,
double-page magazine spreads and digital banners.
We also developed postcards with information about competitions,
SkillAthletic products and classes.
double-page magazine spreads and digital banners.
We also developed postcards with information about competitions,
SkillAthletic products and classes.
Social Media
We also ran a targeted social media campaign using
influencers to issue challenges built on the brand pillars.
influencers to issue challenges built on the brand pillars.
Using specially-developed armbands that measured power,
agility, speed and stamina, users could compete
against other Technogym gyms.
agility, speed and stamina, users could compete
against other Technogym gyms.
Dressing The Gyms And Merchandising
We kitted out each gym with print billboards and branded colours,
giving each space a distinct Technogym flavour. We created large-scale
vinyl applications and posters for aspirational messaging and
inspiring imagery, again with a focus on the
functional application of each exercise.
On top of the in-gym installations, we also created a range of
branded t-shirts, pins, bags, towels and drink bottles for members
to spread awareness of the brand.
Designing The App
Working with our dev team, we developed and produced a
digital app for Skill Athletic based around the four
pillars - power, agility, speed and stamina.
The app gave users personalised workout plans,
and allowed them to track their progress, complete
with a range of supporting icons.
branded t-shirts, pins, bags, towels and drink bottles for members
to spread awareness of the brand.
Designing The App
Working with our dev team, we developed and produced a
digital app for Skill Athletic based around the four
pillars - power, agility, speed and stamina.
The app gave users personalised workout plans,
and allowed them to track their progress, complete
with a range of supporting icons.
Collaborating With Another Agency
The Technogym project was a joint pitch from the start,
with Nucco Brain taking care of the design, animation and production and
DUDE at the helm of creative strategy and the on-site shoot in Milan.
The Technogym project was a joint pitch from the start,
with Nucco Brain taking care of the design, animation and production and
DUDE at the helm of creative strategy and the on-site shoot in Milan.
Credits:
Creative Director: Stefano Marrone
Senior Producer - Camilla Zucchi
Producer - Alice Cervia
Art Director - Alessandra Paglialonga
Copywriter - Giulia Pagani
Designer - Stephanie Ramplin
Video & Animation - Chris Hilton, Nick Edmondson
Strategy - Lorenzo Foffani (DUDE)
Account Manager - Giulia Borina (DUDE)
