The first ‘Made to Move’ session, taking place in October, aims to be the largest-ever live streamed workout class and will be led by the IBF Heavyweight World Champion boxer, Anthony Joshua. Members of the public can participate in the session through live streaming or in person at a chosen gym, details of which will be announced later. All ‘Made to Move’ sessions will be available to download from Lucozade's website and participants can sign up for sessions from 19 September.
Steven Hind, head of marketing at Lucozade Sport said: "We are absolutely thrilled to launch the new ‘Made to Move’ campaign. Our lives have become busier than ever and whilst there is a great desire to move more and stay more active, it is often hard to keep as fit and healthy as we’d all like. We strongly believe that leading a more active lifestyle is key to a healthier, happier and more fulfilling life. That’s why we are setting ourselves the goal of helping one million people to move more by 2020."
The workout sessions are part of a broader Made to Move campaign championing sporting and active lifestyles. The activity will involve a £5m investment by the brand, with almost 16 million 16-34 year olds being exposed to the campaign.
The campaign launched today (12 September), with a new TV advert named the ‘Orchestra of Movement’, directed by Wally Pfister, the cinematographer behind hit Hollywood movies including The Dark Knight, Inception and Batman Begins.
The ad, which is set in a British street, centres around a fitness expert who acts as a conductor, orchestrating locals to take part in a variety of different sports such as Zumba, BMXing and spinning. The ad ends with a call to action to encourage members of the public to get involved with the brand’s ‘Made to Move’ sessions which taking place from October.
Lucozade took over mile 23 of this year's London marathon for a series of branded activities.
In July, yoghurt brand Müllerlight set a new record for the largest exercise ball class, with help from Team GB Olympians and members of the public.
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