Influencer/Celebrity Relations
The Challenge: Expanding Pilates Through Athletic Influence
Club Pilates launched a strategic brand initiative designed to expand its reach to niche audiences. One focus included an effort to connect with athletes and highlight the role of Pilates in athletic performance, recovery, and longevity. The campaign aimed to educate this demographic on the often-overlooked benefits of Pilates, such as improved flexibility, core strength, and injury prevention. To bring this message to life, the brand sought a credible, national-level celebrity athlete—someone who wasn’t just successful in sports, but who also authentically incorporated Pilates into their fitness regimen. The goal was to find a high-profile figure who could inspire other athletes to embrace Pilates as a vital part of their training.
The Solution: Club Pilates Teams Up with Super Bowl Star
- After Fishman PR’s extensive research and negotiations, Club Pilates landed on a partnership with Vernon Davis, a Super Bowl champion and media personality. Davis’ practice of pilates to maintain fitness post-retirement aligned perfectly with the campaign’s goals and highlighted that Pilates is also beneficial for men.
- Under the collaboration, Davis participated in a professional photoshoot at a Club Pilates studio. The media assets were used to generate engaging social media content to be used for promotion under both Club Pilates’ and Davis’s accounts. Davis also participated in media interviews to further promote Club Pilates being a key component of his fitness routine.
- By partnering with Davis, Club Pilates aimed to elevate its reach in the athletic world and position Club Pilates as a powerful tool for performance, recovery and longevity for athletes and fitness enthusiasts.
The Outcome: 3.7M+ Media Impressions
The partnership proved to be a powerful driver of brand visibility. Vernon’s social media posts generated over 52,000 impressions, engaging his audience and creating authentic buzz around the brand. Club Pilates was able to leverage these posts for additional reach across many social media platforms, in addition to a blog post on the brand’s website. Beyond the reach, Fishman PR’s strategic earned media efforts amplified the campaign’s impact, securing 3.7 million+ media impressions across national outlets. Notable placements included Muscle & Fitness magazine and nationally syndicated program The List, which aired in dozens of markets across the country. The combined exposure significantly increased awareness of Club Pilates and demonstrated the effectiveness of merging celebrity marketing with a targeted PR strategy.