Roxy Athletix Tour
The Challenge
Roxy, a $400 million lifestyle brand offering products for active girls and women, needed a strategy for connecting with college women when they launched their Athletix fitness apparel line.
Our Strategy
We created a mobile event tour, showcasing the Athletix brand with on-campus fitness and nutrition classes led by certified Roxy instructors in high-visibility outdoor spaces and student fitness centers. Students were given the opportunity to participate in a full schedule of yoga, boot camp and pilates sessions over the course of each two-day event. At each campus, Roxy’s mobile headquarters—a wrapped RV and tent with product displays and inflatable games—buzzed with activity, including smoothie samplings, fitness class registrations and gift giveaways.
Our Results
The tour generated almost 3 million impressions on campuses. Outdoor classes and activities led to huge crowds and high demand for the Roxy-sponsored fitness sessions.
