Maxinutrition to create outdoor urban gym

Fitness protein brand Maxinutrition has announced plans to launch an outdoor urban gym on the streets of London.

Amir Khan features in the new campaign
Amir Khan features in the new campaign

The Street Gym event is set to take place early this year. No further details as to where it will be installed have been released.

The experiential activity has been designed to support the brand’s new campaign for 2016, entitled It’s Not For Everyone. The initiative was kicked off today (5 January) with the release of a new film starring boxer Amir Khan.

A new advert starring Khan, Liverpool captain Jordan Henderson and Wales and British Lions winger George North is set to be released at the end of January, and the Street Gym event is to take place directly after its release on 21 January.

PrettyGreen will be looking after the activation, with social support from Headstream.

Gareth Coady, brand manager at Maxinutrition, said: "It’s Not For Everyone captures the essence and attitude of Maxinutrition. It brings to life the grit, determination and drive needed to succeed."

Yesterday (4 January) saw Kwik Fit announce a series of 'spare tyre' fitness sessions.

More: In pictures: Maxinutrition hosts inaugural Rugby Cup event

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs