Sports Marketing Strategy + Strength Made Me Campaign
Creating Tonal’s first ever sports marketing strategy while launching a major campaign
The connected home gym, Tonal, saw huge growth at the start of Covid-19, but needed to connect more with high-income worth individuals and athletes to build the brand interest and value, in a highly competitive market. Initially, they came to Jack to take strength training out of the basement and build high awareness for this newer brand, which started with creating their first ever sports marketing strategy. However, the train was still moving while we worked on the strategy. While the team worked on getting the framework in place, we worked to secure athletes for one of their first major campaigns – Strength Made Me. Within weeks of being tapped, we helped source female athletes who were featured in the ABL campaign that launched on Super Sunday. Oh, one of which being the brand’s investor and GOAT herself, Serena Williams. The spot generated massive awareness for the brand and a jump with key influencer engagement. Talent was intensely negotiated between major talent agencies and legal teams to secure major athletes.
We secured the partnership with many layers (e.g., approval with other key sponsors such as Nike, approval deadlines shortened, creation deadlines extended, etc.) within the time needed to shoot and create digital and social assets for the campaign launch. We continued to manage the partnership with ongoing approvals with all parties pre/post launch of campaign.