How could a new local online sportswear brand with a small budget launch in a city with a small fitness community, where only 5.7% of population is active and where industry giants rule? We saw an opportunity to promote Hidden Gym's sportswear brand to the less active 94% of the population!
Hidden Gyms
The world’s largest outdoor free membership and unlimited access gym
Challenge
Inspiration
The landscape of Jordan’s capital Amman consists of narrow alleys, long staircases and many hilly roads – the perfect playground hiding in plain sight, where simply walking around town is considered strenuous exercise.
Idea
We located different spots that required more physical effort than regular walking and branded these locations with a most urban tool: informative street plaques. The plaques shared a unique exercise plan custom-made for each location and we pinned these locations on Google Maps.
We transformed Amman’s alleys, roads and staircases into the world’s largest outdoor gym – offering free membership and unlimited access. The not-so-active population saw how their everyday journeys needed active-wear, and Google Maps not only directed people to our Hidden Gyms, but also to an online store.
Growth
The Gymkuma launch propelled the brand into a healthy orbit in record time and its inspiring exercise program gave the media a remarkable story to cover, becoming the backdrop for content by sports and health influencers. Some influencers and their followers even took the trend further by posting images of themselves wearing the brand while exercising.
The steps Ammanis were taking in our hidden gyms were mirrored digitally in the high footfall on our website, and sales were 3X the expected forecast during the first 3 months.
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Awards
2022 Dubai Lynx
Media
Bronze
2022 Dubai Lynx
Healthcare
Shortlist
2022 One Show
Health & Wellness: Experiential / Immersive / Events
Shortlist
2022 One Show
Health & Wellness: Out of Home
Shortlist
Caples Awards
Radical New Strategy
Bronze
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