Fitness Stack

AD WATCH: Choose Your Winter


choose your winter

It’s easy to come up with a million excuses to stay inside during the cold, winter months and not venture outside for a workout. In their newest ad Nike asks, “WHAT KIND OF WINTER WILL YOU CHOOSE?”

NEWS RELEASE
With falling temperatures and expected sub-freezing conditions on the horizon, it’s easy for some to sit back and let the weather dictate their workout. However, when equipped with the right baselayer it’s just another challenge to overcome. Athletes know that if they succumb to the elements, then someone else will take their spot.

When training in the winter months, athletes have a choice to make – take the easy road and sit it out on the sidelines, or stay in the game and take on the weather while using it to their advantage.

Nike’s latest cold weather campaign takes a playful approach to tackling the elements and “choosing your winter.” The film is the first in a multi-part series, debunking the myth that just because it’s cold outside, you have to stay inside. By wearing Nike Hyperwarm baselayer, Nike athletes can lock in their performance while simultaneously locking out the elements.

The initial film features football athletes Aaron Rodgers and Jordy Nelson, soccer players Clint Dempsey and Brad Evans, distance runner Mary Cain, figure skater Gracie Gold, snowboarder Johnnie Paxson and actor Chris O’Dowd as a weatherman.

Hockey’s Dion Phaneuf and Baseball star Yasiel Puig will also be featured later in the campaign.

What kind of winter will you choose?

news via nike



Give Up. That’s What They Want You To Do.


Cam Newton Beats
Hitting the gym is becoming quite the fashion statement as of late. That and wearing a pair of Beats By Dre headphones. In the a new commercial we see NFL Quarterback, Cam Newtown doing both. It’s the third commercial Beats has shown a professional athlete working out with their wireless headphones. Serena Williams was featured in September and followed by Lebron James last month.

Tough workouts are the key to Cam Newton’s performance. The wins and the losses inspire his passion. The praise and the scrutiny fuels his motivation. Cam carries all aspects of the game with him and takes them “Straight to the Gym.” Get a close-up look at his quest for greatness in the newest film in the Powerbeats2 Wireless series. – youtube

Give Up. That’s what they want you to do.
Stop. That’s what they want you to do.
You’re not the best. That’s what they say.
Come on, let’s be great.



Chevy Features 13-year-old Pitcher Mo’ne Davis


mo'ne davis commercial
During Game 1 of the World Series, Chevrolet aired a commercial featuring 13-year-old Mo’ne Davis. Earlier this year, she was featured on the cover of Sports Illustrated and captured the hearts of America after she became the first girl to pitch a shutout in the Little League World Series. You don’t have to be a sports fan to appreciate what she’s done and is doing to change the conversation of young women in sports.

I had the pleasure of meeting and chatting with Mo’ne earlier this month at the espnW Women in Sports Summit. She’s well-spoken, humble and you can tell she has a good head on her shoulders. She shared a bit about her appearance on The Tonight Show and how she got the hook up for mentioning her love for Lazaro’s pizza on air. It wasn’t something she planed but a nice gesture for just being herself on the show. I quickly realized everything she said was authentic and forgot she’s only 13-year old. Enough of my chit-chat with the super-star.

The Chevy spot was directed by Spike Lee and aired twice during the game. The script reads…

Dear United States of America,

I’m 13 years old.

This summer was the best summer of my young life.

Out of this whole journey, the best part was having my family behind me supporting me through everything I did.

I have a passion for sports.

Everyday of the week, I’m playing soccer, basketball or baseball.

I stand for girls who want to play sports with the boys and to be a role model for people, young and old.

I throw 70 miles per hour. That’s throwing like a girl.

Sincerely,

Your Daughter – Mo’ne Davis

The spot ends with a screen that says, “Chevy celebrates Mo’ne Davis and those who remind us that anything is possible.” It’s a feel good commercial and you can help but be proud of her accomplishments. Does it make me want to run out and buy a chevy? No but I applaud them for featuring her in the spot.

In addition to the 60-second commercial, there’s a documentary that features Mo’Ne, her coach, family and friends. The documentary is great and worth watching despite running nearly 17 minutes long. You gain insight into her work ethic, her family, how she bumped Kobe Bryant for the cover of SI, tweets from the First Lady and more. My favorite part is when she’s asked what she does for fun. Answer? Sleep. HAHA.

ESPN’s Darren Rovell confirmed that her eligibility will not be compromised by the appearance. He writes, “Appearing in a commercial that aired during Game 1 of the World Series will not compromise the amateur status of Little League pitcher Mo’ne Davis should she choose to play college sports.”

BRAVO Mo’ne. Bravo! You’re definitely an inspiration to young and old of all genders.



Little Girls Drop “F-Bombs for Feminism”


F-bombs feminism
T-Shirt company FCKH8.com is doing a great job of creating a conversation with their newest ad. The ad shows young girls dropping F-bombs “for feminism”. The ad was pulled from youtube citing “its content violated YouTube’s Terms of Service” but is on Vimeo and their website.

Little Girls Drop “F-Bombs for Feminism”

Video producer Mike Kon comments, “Some adults may be uncomfortable with how these little girls are using a bad word for a good cause. It is shocking what they are saying, but the real shock is that women are still paid less than men for the same work in 2014, not the use of the F-word. The big statistic that 1 out of 5 women are sexually assaulted or raped is something society seems to find less offensive than a little four letter word and we love how these girls draw attention to that imbalance.” He added, “Instead of washing these girls’ mouths out with soap, maybe society needs to clean up its act.”

It’s not the first time FCKH8 has tackled controversy. In September, they released “Hey White People: A Kinda Awkward Note to America by #Ferguson Kids”.


Quotes from “Pink Princesses Drop F-Bombs for Feminism”:

“Women make 23% less than men for the exact same f*cking work. I shouldn’t need a penis to get paid.”

“Stop focusing on the way I f*cking look and give me a book. My aspirations in life shouldn’t be worrying about the shape of my ass.”

“One out of five women will be sexually assaulted or raped by a man. Stop telling girls how to dress and start teaching boys not to f*cking rape.”

Brian Sweet posted on their Facebook page, “So proud of all those posting that if their own daughters spoke like this they would slap them silly. I’d rather every six-year-old swear like a sailor than have a single adult literally slap a child. No, I don’t really think children should use certain words; but some of you adults need to learn to use YOUR words, not your fists. Set a better example…for fuck’s sake.” Which received over 6,300 likes. As you can imagine many, MANY more comments are being posted and they aren’t all supportive of the ad.

What do you think? Join the conversation on our Facebook page.

Quotes provided by fckh8.



IKEA asks “Have you been working out?”


ikea motivational mirror

Swedish furniture retailer, IKEA is taking the kill people with kindness and flattery approach with their new “motivational mirror”. Their Youtube channel featured the video below with the message, “With well over two-thirds of Britons claiming image insecurity and self-doubt, IKEA have today announced the launch of the ‘Motivational Mirror’ – bestowing personalised compliments to provide the nation with a much needed morale boost.”

Who doesn’t enjoy a compliment?

According to IKEA, they discovered…
• 49% of Brits receive no compliments in an average week
• 43.6 million people in the UK are self-critical about their appearance
• 33% of the nation feel they look their worst before 9am on a Monday morning
• IKEA trials ‘Motivational Mirror’ to raise the nation’s egos

Myriam Ruffo, Head of Bedrooms and Bathrooms, IKEA UK & Ireland said:

“We all know how that first look in the bathroom or bedroom mirror can determine whether we have a good or bad day. That’s why we thought – wouldn’t it be great if the mirror actually told you something positive for a change!

“It’s often the small things that make the biggest difference – something that became evident in our recently published Life at Home report which studied how Britons feel in the morning. We believe that starting the day positively, by having a good night’s sleep, quality time with loved ones, or a boost to our self-esteem, will have knock-on effects that shape not only the mood of the individual, but that of the nation.”



Serena Williams in New Wireless Headphones Ad


serena williams beats
Watch Serena Williams workout in this newest ad from Beats By Dre. The ad show the number one tennis player in the world working out in wireless headphones with the track “Black Unicorn” playing in the background. You don’t have to be a tennis fan to appreciate the hard work she puts in to build her hardbody. The Beats wireless headphones sound like a great idea, especially when you consider they’ll run you about $200 and tend to short out where the wire that connects to your device.

Serena Williams is the #1 female tennis player in the world. Watch her train as only she can in Powerbeats2 Wireless from Beats by Dre. Nothing Stops Serena.

Powerbeats2 Wireless combine the emotion of Beats and the power of wireless, to allow athletes to be free to train and play as hard as they can; however they want to. Nothing stops.

Beats by Dre Powerbeats2 Wireless Earphones: http://www.beatsbydre.com/earphone/be…

Track: Black Unicorn by 2 Chainz f. Chrisette Michele and Sunni Patterson

Screen captures from the video of Serena Williams for Dre Powerbeats2.

Via Youtube



Under Armour Ad: Gisele Bündchen – I WILL WHAT I WANT


Brilliant. Bravo Under Armour.

Gisele Under Armour

Gisele Bündchen – I WILL WHAT I WANT
Gisele knows what it means to live under the microscope, amongst the noise of contradicting opinions. But will beats noise.

Watch Gisele face real-time commentary now at: http://iwillwhatiwant.com/gisele

#IWILLWHATIWANT

Via YouTube.



Under Armour Signs Brazilian Model Gisele


under armour signs gisele

Under Armour took the internet by storm with the launch of their new “I WILL WHAT I WANT” campaign. The first ad, featuring Misty Copeland, has 5.8 million views on Youtube and counting. The campaign was universally accepted by men and women of all ages. It’s encouraging. It’s empowering. A virtually unknown athlete was thrust into the limelight. It sparked discussion on a whether a dancer/ballerina was an athlete.

Under Armour is sure to spark more debate and be in the news this week once again. This morning a teaser video was posted on their official Youtube channel announcing they’ve signed Gisele Bündchen. Known usually as just “Gisele” the model and to sports fans as Mrs. Tom Brady. Tom Brady has endorsed UA since 2010 and now his wife will join the team.

Gisele certainly doesn’t need to rely on Tom for money. According to FORBES, the 34 year-old is the world’s highest-paid model (a title she’s held for 8 years in a row) making $47 million a year.

In a tweet this morning, Gisele shared she is “proud to join and celebrate strong women everywhere.” Hard to argue with that train of though regardless of if you’re a fan of hers or not, right?


According to the announcement/teaser video we’ll find out on September 4th what UA has in store.

The announcement is already causing controversy on social media. Some are excited. Others not so much. Comments are coming in fast and furious on espnW’s Facebook page and as you might expect they vary from the positive to the not so encouraging.

“I think Gisele can do whatever she wants. I also think that if she’s active, in shape and living a healthy life – her participation past or present in athletics is irrelevant. There is a growing number of women that are participating in healthier lifestyles that were not athletes as young people and those of us that were athletes should stop making fun of them.”

“She does Kung Fu, yoga and lives a really active healthy outdoor lifestyle so I think it’s a good fit to grow UA’s women’s segment.”

“She may be a fashion model, but everyone who puts on under armor clothing is not an ‘athlete’. Aren’t we supposed to applaud all types of women? She is another type of woman. I don’t think her modeling UA would want me to buy it, but no reason to hate her or UA for this deal.”

“Gisele, the not athlete, will be a model for athletic clothing. Cause that makes sense”

“and the rich get richer! Why not use an unknown, someone we can relate to!”

“It’s about fashion now as opposed to sports. Guess I will no longer fit their clothing.”

Cast your vote and join the conversation on espnW’s Facebook page and on our Facebook page and twitter as well.

Lead image compiled via Under Armour Youtube.



“I Will What I Want” by Under Armour


i will what I want

“I Will What I Want,” a new campaign by Under Armour, debuted this week and it’s a winner. In a growing trend with advertisers, the campaign highlights female athletes and sends an empowering message. The first spot shows ballerina Misty Copeland and her hardbody in a classy manner. I dig it.

This ad is just a small part of the campaign. Under Armour Women has launches a new app on iTunes. The Under Armour Women – I Will What I Want app encourages women to join the “ultimate social fitness community”. It’s a free download that will enable women 24/7 fitness tracking, interaction with some of Under Armour’s female athletes and the opportunity to be part of a community.

I WILL WHAT I WANT is for the woman who doesn’t give up, she gets up. Who unapologetically breaks rules designed to hold her back. Who believes her will is stronger than fate. Who knows that in order to get what she wants, she has to will it that way.

iwillwhatiwant.com:

Under Armour is starting a new conversation with women. One that celebrates the WILL to find inner strength and to follow no one. In partnership with MapMyFitness, Under Armour has launched a digital community where you can connect with other individuals, including our Women of WILL. You will also be able to participate in the first global fitness platform where women all over the world can support and spotlight each other for living their lives on their own terms.

Check out iwillwjatiwant.com for athlete profiles on:

Lindsey Vonn, World Champion Downhill Skier
Misty Copeland, Ballerina
Sloane Stephens, Pro Tennis Player
Kelley O’Hara, Pro Soccer Player
Brianna Cope, Pro Surfer

“It’s a reminder that you don’t need permission, advice, or affirmation when you have WILL. It’s a celebration of who you are. As an athlete. As a woman. As everything in between and beyond. It’s a reminder that the best things in life aren’t given. They’re earned. And there’s one reason you are where you are today. That reason is you.” – Under Armour

I will
images via UA

PRESS RELEASE:

NEW YORK, July 31, 2014 /PRNewswire/ – Today, Under Armour (UA) launched I WILL WHAT I WANT™, its most expansive global women’s marketing campaign to-date, at a press event in New York City. Drawn from the brand’s iconic I WILL™ mantra, I WILL WHAT I WANT™ celebrates the inner and outer strength of women and highlights the brand’s commitment to designing elevated products for athletic females. At the event, moderated by popular television personality Sage Steele, Under Armour Founder and CEO Kevin Plank and Senior Vice President and Creative Director Leanne Fremar introduced the new campaign with the help of world champion downhill skier Lindsey Vonn, American Ballet Theatre® soloist Misty Copeland, and US Women’s National Soccer Team standout Kelley O’Hara.

The campaign features an all-star roster of trailblazing female talent, including Vonn, Copeland, O’Hara and professional tennis player Sloane Stephens. Creative elements depict real moments of will that each woman has faced in her life, capturing the grace and determination that defined each of them in their personal triumphs. Copeland, the first non-traditional athlete to join the Under Armour family, stars in the campaign’s principal creative spot.

“Today’s athletic female expects the same level of performance and authenticity from her apparel and footwear as the world-class female athlete,” said Fremar. “In addition, she has expectations that the brands she trusts will also deliver the same style quotient that exists in the rest of her closet. Our new I WILL WHAT I WANT campaign connects Under Armour to the breadth of women’s athletic experiences and recognizes that their individual stories are central to the conversation.”

“I’ve been a part of the Under Armour family for nearly a decade, and like me, the brand has grown and changed over that period of time,” said Vonn. “The I WILL WHAT I WANT campaign demonstrates Under Armour’s ongoing celebration of strong and determined women as well as the fearless attitude it takes to explore new heights. That’s a part of the brand’s culture that has always resonated strongly with me, and the latest chapter in the Under Armour Women’s story takes it one step further.”

“I am excited to be part of the new Under Armour Women’s campaign and to be able to inspire women as they find the will to pave their own way, just as I have in my own career,” said Copeland. “I am honored to be a part of a brand that recognizes the power of hard work and dedication over fate and luck. That kind of inner strength is what keeps me going.”

Under Armour worked with NYC-based creative agency Droga5 to develop extensive campaign content, including a 60-second spot featuring Copeland that launched globally online today and debuts on television in the US on Monday, August 4th. The spot will air on multiple networks including ESPN, E!, MTV and ABC. To view the full video, please visit IWILLWHATIWANT.com. Digitally, the brand will advertise with media partners Glamour, Mode, People, Refinery29, Us Weekly, Well + Good and more. Other campaign elements include out-of-home, grassroots and international extensions.

The digital campaign centers on the launch of a new mobile experience via IWILLWHATIWANT.com, available on iPhone and iPod touch on the App Store, and coming later to other platforms. The digital experience will serve as a community for women to track, analyze, and share their fitness and athletic lifestyle. Vonn, Copeland, O’Hara, Stephens and other Under Armour athletes will actively participate, providing consumers with unique insights into their day-to-day activity and motivations.

At the launch event, Under Armour also showcased products from the Under Armour Women Fall/Winter 2014 collection, including the UA SpeedForm® StudioLux™ shoe and apparel from the new UA Street Sleek line. The latest collection features a heightened design aesthetic while adhering to the Universal Guarantee of Performance, Under Armour’s commitment to creating the best and most innovative gear on the market. To shop the entire Fall/Winter Women’s collection, visit UA.com.

To follow the I WILL WHAT I WANT story and to learn more about Under Armour Women’s, visit IWILLWHATIWANT.comfacebook.com/UnderArmourWomen and join the conversation on Twitter @UAWomen and on Instagram @UnderArmourWomen with #IWILLWHATIWANT.

About Under Armour, Inc.

Under Armour (UA), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. Under Armour’s wholly owned subsidiary, MapMyFitness, powers one of the world’s largest Connected Fitness communities. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at www.uabiz.com.



Morning Motivation: Nike ‘Rise and Shine’ – Find Your Greatness


If you’re looking for a little morning motivation look no further than this video. If this doesn’t get you pumped to kick some ass today we don’t know what will. Nike’s ‘Rise and Shine’ video is simply awesome.

rise and shine

Welcome to the grind. We’ve got work to do.

RISE AND SHINE
6am and your hand can’t make it to the alarm clock before the voices in your head start telling you that it’s too early, too dark and too cold to get out of a bed.
Aching muscles lie still in rebellion, pretending not to hear your brain commanding them to move.
A legion of voices are shouting their unanimous permission for you to hit the snooze button and go back to dreamland.
But you didn’t ask their opinion.
The voice you’ve chosen to listen to is one of defiance.
A voice that’s says there was a reason you set that alarm in the first place.
So sit up, put your feet on the floor, and don’t look back because we’ve got work to do.

Welcome to The Grind!

For what is each day but a series of conflicts between the right way and the easy way.
10,000 streams fan out like a river delta before you, each one promising the path of least resistance.
Thing is, you’re headed upstream.
And when you make that choice, when you decide to turn your back on what’s comfortable and what’s safe and what some would call “common sense”, well that’s day 1.
From there it only gets tougher.
So just make sure this is something you want.
Because the easy way out will always be there, ready to wash you away.

All you have to do is pick up your feet.

But you aren’t going to are you?
With each step comes the decision to take another.
You’re on your way now But this is no time to dwell on how far you’ve come.
You’re in a fight against an opponent you can’t see.
Oh but you can feel him on your heels can’t ya?
Feel him breathing down your neck
You know what that is?
That’s you…
Your fears, your doubts and insecurities all lined up like a firing squad ready to shoot you out of the sky.

But don’t lose heart.
While they aren’t easily defeated, they are far from invincible.

Remember this is The Grind.
The Battle Royale between you and your mind, your body and the devil on your shoulder who’s telling you that this is just a game, this is just a waste of time, your opponents are stronger than you.

Drown out the voice of uncertainty with the sound of your own heartbeat
Burn away your self doubt with the fire that’s beneath you.
Remember what you’re fighting for.
And never forget that momentum is a cruel mistress.
She can turn on a dime with the smallest mistake.
She is ever searching for that weak place in your armor.
That one tiny thing you forgot to prepare for.

So as long as the devil is hiding the details, the question remains, “is that all you got?”… “are you sure?”
And when the answer is “yes”; When you’ve done all you can to prepare yourself for battle then it’s time to go forth and boldly face your enemy, the enemy within.

Only now you must take that fight into the open, into hostile territory.
You’re a lion in a field of lions.
All hunting the same elusive prey with a desperate starvation that says VICTORY is the only thing that can keep you alive.
So believe that voice that says “you CAN run a little faster” and “you CAN throw a little harder” and that, for you, the laws of physics are merely a suggestion.

Luck is the last dying wish of those who want to believe that winning can happen by accident.
Sweat on the other hand is for those who know it’s a choice.
So decide now because destiny waits for no man.
And when your time comes and a thousand different voices are trying to tell you
you’re not ready for it,
listen instead to that lone voice of descent,
that one that says:
you are ready
you are prepared

It’s all up to you now.

So Rise and Shine.



Danica Patrick Before And After Transformation


This weekend the Big Game will get as much attention for the commercials as it does the game itself. One of the spots we’ll be watching for is the GoDaddy ad with Danica Patrick. Check out the video where Danica “transforms” herself into a beefed up bodybuilder.

Danica Patrick Buff

In this video we see how Danica prepared for the upcoming Super Bowl commercial. Alan Scott, Co-Founder of Legacy FX, describes how they prepared the foam latex fitted suit for Danica. She’s heard saying, “as if I didn’t have a strong enough personality as it is, now I’ve got the biceps to match it.”

See what it takes to turn Danica Patrick into a mountain of muscles. From the special suit to the spray tan, Danica gives you the inside scoop about the making of GoDaddy’s Bodybuilder ad. See the full Bodybuilder ad at https://www.youtube.com/watch?v=WycoJMKzXZ4.

Danica most muscularDanica hits a Most Muscular in her new body.

danica flexingLike every “Before” and “After” you have to have a photoshoot. 

front double bicepsDanica showing off her guns before filming.

 



Chobani Steps It up for The Super Bowl


Recently, Chobani has been on the fast track to success in the greek yogurt market. The popular brand is raising the bar of excellence with a new commercial set to air this weekend during the Super Bowl. The ad features a hungry grizzly bear ransacking a country store with a little Bob Dylan playing in the background. Two ingredients sure to mix well for a commercial on during the big game.

How it Matters

Animals seem to always be popular in a Super Bowl spot and who doesn’t love Bob Dylan? The third (and most important) ingredient that makes this ad a winner is its honesty. The voice over says, “It’s hard these days to find food made with only real natural ingredients. But at Chobani, it’s the only way we know how.”

It ends brilliantly… “Cup of yogurt won’t change the world, But how we make it, might.”

It can be hard to find food made with only natural ingredients. Even for a big grizzly bear. That’s why at Chobani, we only use 0% preservatives, 0% artificial flavors, 0% artificial sweeteners. 100% of the time. #HowMatters

If you think it matters take the pledge at thunderclap.it/howmatters!



Arnold Plays Table Tennis in Super Bowl Spot


Arnold Schwarzenegger appeared in an ad earlier this month with a wig and warming up for table tennis battle. Now we see more of what the ad for Bud Light means. A random guy named Ian ends up having a wild night in Vegas. It’s a bit like the Hangover movie but only a bit more tame. Ian (we’re told not an actor) gets a Bud Light from an attractive woman (an actor) and is asked if he is up for “whatever happens next” and like any dude in Vegas would do he says yes.

arnold Super Bowl

Apparently this was all real and filmed as we see it. It feels authentic when you see the dude’s reactions to the various people he meets along the way. Especially after the table tennis battle with Arnold. Arnold with long hair looks hilarious and in classic Arnold fashion he makes Ian hit a front double bicep and knock out some pushups.

Bud Light will air this footage in two condensed versions this weekend during the Super Bowl.



It’s Go Time with GoDaddy & Muscled Up Danica Patrick


A few weeks ago we showed you Danica Patrick in the streets of California wearing a muscle suit. The bulked up Danica was filming her 13th Super Bowl ad for her sponsor, GoDaddy. The web company has been wildly known for their over-the-top, sexy ads during the big game but not this time. GoDaddy had used racy ads for nearly a decade but this year their ads are reflective of their brand extensions.

danica muscle suit

GoDaddy wants to attract small businesses and entice them with their offerings in things like a site builder, digital shopping cart, web hosting, invoicing and more.

This newest ad shows Danica running in the streets with an army of bodybuilders to a Selena’s Tanning salon. IFBB Professional Bodybuilder Jeff Long is shown in the opening and throughout the spot you can probably spot (if a follower of the bodybuilding scene) a few more people you know.

When Selena wanted to pump up her tanning business, she turned to GoDaddy Get Found. Now, new customers can find her business online and Selena’s store is golden.



Aerie Vows to show “Real Women”… Airbrush Free


American Eagle’s brand ‘Aerie’ caters to young women and their new “REAL” ad campaign vows to show “real women”. The campaign features women without photoshop and embraces their imperfections. Everything from tattoos to beauty marks remain in the photos shown in this campaign. The advertising is getting a great deal of buzz because it goes against the norm in advertising images.

aerie-real images

Let’s be clear though… the photos are professional lit and photographed. The women shown are models, just not “super models” and they’re beautiful. The approach / tactic in this campaign isn’t new but it is a bold step to show what “real women” look like, at least in advertising. The message is a positive one and it encourages women, especially young women, to take a positive look at themselves. The current look of advertising images, and editorial images for that matter, tends to show overly edited images. In most advertising images… women’s waistlines are trimmed, their noses made smaller, arms shorter and the list goes on.

aerie real ad

Whether or not this campaign will give women a better self-image remains to be seen but kudos to the brand for showcasing women in a different light. What do you think about it? Join the conversation on twitter @hardbodynews and on facbeook.

images vie ae.com



Arnold Goes To Work For Gold’s Gym


Arnold Schwarzenegger continues to make headlines by appearing in ads. This video that aired today is very similar to the CBS tv show UNDERCOVER BOSS, where an executive puts on a disguise and slips into the every day routine of their own company. Arnold is a legend in the bodybuilding world and especially at Gold’s Gym Venice, the Mecca of Bodybuilding.

Arnold-Gold-Gym

Arnold disguises himself with a mustache, tattered (and somewhat disturbing) hairpiece to become “Howard”; a fitness instructor turned regional manager at Gold’s Gym. Imagine the surprise when Arnold, with his distinct accent, approaches you at the gym. The spot is all in good fun and was done to raise money for a good cause. It was created to draw awareness to his After-School All-Stars program in Los Angeles.

Visit omaze.com to learn more about the After-School All-Stars and how you can spend the afternoon with Arnold.



Arnold in New Super Bowl Commercial


The Super Bowl is known for as much for the commercials as the game itself. It’s the one event where people are more likely to leave during the event than the commercial breaks. This year should be no different and you can add Arnold Schwarzenneger to the growing list of celebrities who will make an appearance.

arnold commercial

Bud Light has been releasing teasers showing Arnold with long hair and a ping pong paddle with the tag line, “Whatever is coming 2.2.14″ and hashtagged #UpForWhatever.

Another spot shows Arnold warming up and stretching at a ping pong table. The Governator’s new look reminds me of Bjorn Borg’s look in the HBO documentary, McEnroe/Borg: Fire & Ice.

What do you think? I got a laugh and makes me wonder which will be funnier, this spot or Danica Patrick’s Godaddy commercial where she’s wearing a muscle suit. Guess we’ll find out during the big game next week.



American Apparel “Celebrates Natural Beauty” with Pubic Hair


American Apparel is known for pushing the envelope with their ads and making people slightly uncomfortable at times with their marketing. Today, the company has people buzzing online and giggling over their latest New York storefront. Gothamist first discovered the mannequins and was kind enough to snap a few photos and share them with the world.

American Apparel "Celebrates Natural Beauty" with Pubic Hair

As you can see from the image below the mannequins are not only wearing revealing lingerie but also sporting an au naturale look to the lady parts. Why would American Apparel feature mannequins without any lady-scaping?

mannequins with bushPhoto by Jen Chung, Gothamist

In a statement to Elle.com, American Apparel shared…

American Apparel is a company that celebrates natural beauty, and the Lower East Side Valentine’s Day window continues that celebration. We created it to invite passerbys to explore the idea of what is ‘sexy’ and consider their comfort with the natural female form. This is the same idea behind our advertisements which avoid many of the photoshopped and airbrushed standards of the fashion industry. So far we have received positive feedback from those that have commented and we’re looking forward to hearing more points of view.

What do you think… Are the mannequins rocking a celebration of natural beauty or a lame attempt at selling their clothing? The scene certainly creates a discussion and apparently those who have seen it in person aren’t offended but rather stop and laugh.

 



Viral Video – ‘Devil Baby Attack’ Scares The Crap Out of New Yorkers


This video has been seen nearly 6 million times in just one day on Youtube. The video “Devil Attack Baby” is part of a publicity stunt for the movie “Devil’s Due”.  The Youtube description reads… 

An animatronic “devil baby” in a remote controlled stroller goes on a rampage through the streets of New York City and hidden cameras record people’s reactions.

devil baby attack

The video was created by Thinkmodo out of New York City. Their ABOUT page reads, “remashes-up viral fun with marketing function to create effective viral video campaigns for brands. Our unique strategy generates tremendous online engagement and valuable earned media coverage worldwide.”

It’s safe to say they definitely took a unique approach to promoting this movie.




Reebok Nanossage Shoes Are Here!


Reebok made this massaging shoe not just for CrossFit lovers, but for anyone who wants to have comfy feet! Check out some of the highlights below and click on the banner to learn more about these shoes! I bet they feel amazing on your feet after your new year’s workouts!

reebok crossfit shoes

Reebok Nanossage Shoes
• Easy slip-on construction
• Made to be used after working out (this is NOT a workout shoe; it’s a recovery shoe)
• Foam Roller Inspired, Active massage therapy, unique geometry for comfort and fit
• The upper features Reebok CrossFit® logo and the same CrossFit inspired prints that are found on Reebok CrossFit apparel favorites
• Available in whole sizes only, recommend they go up rather than down (i.e. 11.5 sizes should buy a 12)

Reebok athlete Libby Dibiase has been sporting her pair of Nanossage.


Lead photo and content via Reebok.



Equinox Made Me Do It


This isn’t your typical spot for a gym. Take a look and see for yourself. “This year when you get into great shape, you might just get into some trouble.
#equinoxmademedoit”

equinox made me do it

It’s typical to see an influx in ads for weight-loss and gyms this time of year. People are focused on getting back in shape and hitting the gym as part of their New Year’s Resolutions. This ad from Equinox suggests that if you work out you’ll do risky, crazy things you might not have if you weren’t in shape. It’s an interesting take on getting into shape.



Thank You Mom – Winter Olympics


The Super Bowl tends to be the one time people pay attention to ads on tv but this spot by Proctor & Gamble will get your attention and it has nothing to do with American football. The 2014 Winter Olympics are less than a month away and P & G has put together an incredibly moving spot in honor of moms for the Sochi games. The ad shows young athletes taking steps towards their Olympics dreams but the focus isn’t on the athletes but rather the moms.

Thank You Mom

This “Thank You Mom” spot has a warm and fuzzy feeling to it despite it featuring cold, winter sports. The ad already has nearly 4 million views in the four days it’s been online. The spot is beautifully done by the creative agency Wieden + Kennedy out of Portland, Oregon.

For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom. Learn more about P&G Thank You, Mom at http://www.facebook.com/ThankYouMom.



Danica Patrick Bulks Up For Go Daddy


Danica Patrick has a new look and she hit the streets of Los Angeles, California to show it off. Danica was filming a new Super Bowl commercial for her sponsor, Go Daddy and boy did she bulk up!

danica patrick muscle

Ok, so she was wearing a fake muscle suit but it’s pretty amusing. Several bodybuilders, amateur and pro, can be seen running the streets along Danica’s side. Which is equally amusing as most bodybuilders rarely run.

We know Fitness Pro Oksana Grishina was on the set as she shared updates via her twitter account.


Nita Marquez also shared a behind-the-scenes photo of her on the set with Oksana.

See more photos of Danica running through the streets in her bodybuilding suit here.

Photo via dailymail.co.uk.



“Thank You, Mom” – Raising an Olympian: Lindsey Vonn


Top U.S. Olympic Skier, Lindsey Vonn is one of the featured athletes in Proctor & Gamble’s latest “Thank You, Mom” campaign. You might recall seeing this campaign around the 2012 Summer Olympics. It’s a feel good spot that focuses on Olympic athletes and their moms. Lindsey’s mom reminds us all to “be tough” no matter what is thrown at you.

raising an olympian

You may not always win but if you’re willing to work hard and stay positive you can achieve your goals. If Mom wasn’t there, they wouldn’t be here. Watch the story of U.S. Olympic Gold Medalist Lindsey Vonn and her mother, Lindy.

“I fall, I get back up,” Lindsey told the TODAY show in an interview. Will you get back up when you fall? It’s your choice.

lead image via Youtube.



Lucy Activewear Combats Stress with a Child’s Pose


Lucy, makers of women’s workout wear, has a new ad out and it’s not your typical women’s ad. The holidays can be stressful and Lucy might have the answer to relieve a bit of it. When things get hectic hit a “child’s pose”. If you’ve never practiced yoga the term may be foreign to you but for Lucy’s target audience, this ad will hit home.

lucy actrivewear

The spot shows a variety of frustrating situations and to combat the stress the women hit a “child’s pose”. Stressed out? Try hitting a child’s pose and see if it helps.

#Childspose from lucy Activewear on Vimeo.



Goldieblox Gives Girls Freedom


This will bring a smile to your face. Goldieblox showcases girl power in a fun, creative and unique way. It’s the brainchild of Debbie Sterling, an engineer from Stanford who was bothered by how few women there were in her program. She decided to do something about it and hence GoldieBlox was born. It’s a book and a construction toy combined.

goldie-blox

Two days ago, GoldieBlox released a two-minute spot that rewrites the Beastie Boys’ “Girls” song and is set to a pretty rad setting showcasing three female inventors.

Girls are typically given Barbies, My Little Ponies or similar toys to play with. Growing up, Sterling was one of those girls who had the stereotypical girl toys. She set out to change the toy game but creating a something different. Something that would empower girls to think and be creative… a construction toy for girls. She tells the LA TTIMES, “Girls love stories and characters, whereas all the construction toys are building for the sake of building.”

GoldieBlox raised $150,000 in four days. Smashing their one year goal of 150k. Goldiebox raked in over $1 million in pre-oreders before the product was even on the market. You know you’re onto something when you’re pulling in those types of orders.

We’re GoldieBlox, a toy company out to show the world that girls deserve more choices than dolls and princesses. We believe that femininity is strong and girls will build the future — literally.

Our founder, Debbie Sterling, is a Stanford engineer who decided last year that girls need more choices than the pink aisle has to offer. She developed GoldieBlox, an interactive book series + construction set starring Goldie, the kid inventor who loves to build.

This year, we wondered what we could do to showcase the amazing inventive power that girls have. So…we might have recruited three young girls and that guy who made OK Go’s famous Rube Goldberg machine to turn an average home into a massive, magical contraption.

Via YouTube

Song lyrics:

Girls.
You think you know what we want, girls.
Pink and pretty it’s girls.
Just like the 50’s it’s girls.

You like to buy us pink toys
and everything else is for boys
and you can always get us dolls
and we’ll grow up like them… false.

It’s time to change.
We deserve to see a range.
‘Cause all our toys look just the same
and we would like to use our brains.

We are all more than princess maids.

Girls to build the spaceship,
Girls to code the new app,
Girls to grow up knowing
they can engineer that.

Girls.
That’s all we really need is Girls.
To bring us up to speed it’s Girls.
Our opportunity is Girls.
Don’t underestimate Girls.

Web edit – v10b-YouTubeUP-25k from Goldie Blox on Vimeo.

KUDOS Debbie This is a rad spot and an awesome idea! I know what I’m getting my niece for Christmas. Follow Goldieblox on twitter @goldieblox and check out their website, goldieblox.com.



Would You Do 30 Squats for A Free Subway Ticket?


Chalk this up to one of the more creative approaches to marketing the Olympics. A new vending machine has been set up in Moscow intended to get people excited for the 2014 Winter Olympics. The machine was installed outside of one of the busiest subway stations and gives people the chance to earn a free ride. Do 30 squats in front of the machine and boom – free ticket.

winter olympics promotion squats subway

This is just the first installment from Russia’s Olympic Committee. They aim to “add elements of sport into daily life.” The committee has future plans to expand on the campaign. They will turn hanging handles on buses into exercise bands and install exercise bikes that produce electricity to charge cellphones.

It’s a unique way to promote the 2014 Winter Olympics and include a fitness aspect to it. It’s great to see this type of creative marketing being used and encourage people to be active. It’ll be interesting to see how many people are willing to participate. The 30 squat task has to be completed within two minutes. While most of you could knock out 30 squats in a blink of an eye, it remains to be seen what the general public will think.

This video shows how intrigued people are by the concept.

A subway ticket is typically 30 rubles (93 cents) for a single ride. There’s more information on olympicchange.ru however I don’t read Russian so if anyone does and would like to share more on what the site says, please let us know.

Would You Squat for a Free Subway Ticket?
View Results

Lead image via Youtube.
Info for story from AFP.



Ad Watch: Under Armour Makes You Better


Top U.S. Olympic skier, Lindsey Vonn shared news on her Facebook and Twitter accounts that Under Armour (one of her many sponsors) released a new commercial with #CGinfrared technology. What does that hashtag stand for you might ask? Coldgear® Infrared. It’s the latest technology from Under Armour that claims it will keep you warmer for longer. Will it? I’m  not sure but certainly intrigued.

under-armour-makes-you-better

Where’d Coldgear® infrared come from?
We looked at military planes – ones coated in a  powderized ceramic that absorbs infrared light, a kind of heat.

What makes it our best insulation system ever?
Doesn’t make you warm, it keeps you warm. No extra weight or bulk.

What’s the pattern?
Soft, thermo-conductive coating, inside your gear – that pattern absorbs and retains your own body heat.

How does it control your “microclimate”?
The innovation of ceramic material helps you control the temperature between your gear and your skin.

The commercial showcases a number of Under Armour’s athletes and says, “Our job is to make all athletes better and empower the NEXT generation of athletes to believe they can do anything!” I love their mantra and approach. Check out the newest commercial, released today in conjunction with their new Coldgear® Infared.

UA MAKES YOU BETTER

Make tight feel nice. 
Make strong look pretty.
And help make Lindsey’s comeback a reality. 



ASICS Treadmill Challenge: Can You Keep Pace with An Elite Marathoner?


Th ING New York Marathon takes place on Sunday, November 3 and ASICS created an interactive way for fans to see what it might be like to run in the shoes of America’s fastest marathoner. As the fastest American male marathoner, Ryan Hall runs an average of 4:46 a mile. ASICS custom-built a treadmill to run at Ryan’s exact speed for The Treadmill Challenge. The treadmill was placed on the back of a truck and participants are harnessed in for safety. Once the timer starts it’s go time!

treadmill-challenge

How long do you think you could keep Ryan’s pace? Keep in mind this is his pace for 26.2 miles. This is a great idea from ASICS!

Good luck to all who are running in the event. Learn more about the marathon at ingnycmarathon.org and visit ASICS America for more on their NY Marathon coverage



Ad Watch: Nike “Just Do It” – Possibilities


Nike always seems to be on the front lines for all things cool. The newest Nike commercial celebrates the 25th Anniversary of their legendary tagline, “Just Do It” and it comes across more like a movie trailer than an ad. The 90-second spot seamlessly flows from one sport to another and showcases a mix of men and women throughout. Bradley Cooper narrates the spot although it wasn’t until I read that tidbit on Adage.com that I was able to pinpoint the voice.

possibilities-nike

The spot already has over 1 million views on Youtube and its only been up for a day. Nike describes “possibilities” as…
We’re all capable of a little more — a little faster, a little higher, a little stronger, a little more. And when we look at all of the little things we’ve done, we’ll see the big things we’re doing.

The music in the spot is the “Future Starts Slow” by The Kills. Pretty rad music to go with the ad. I dig it. What say you?

Client:
Nike
Spot: “Possibilities”
Ad Agency: Wieden + Kennedy



Disclaimer: Reader discretion advised, please consult your physician before beginning any exercise or diet program.