Global fitness and lifestyle brand PERFORMIX has launched a fitness movement with John Cena. Partnering with new AOR Merkley+Partners, the integrated campaign features national TV, social media and a website redesign, pushing us to 'Keep Perfecting.'
The movement involves a partnership with Cena (who will also lead the brand's nonprofit veterans’ charity, FitOps Foundation) featured in a national advertising campaign launching today. Cena will also be heavily involved in developing new product innovations and digital fitness platforms through the brand’s elite gym in New York City, Performix House.
Celebrated director Peter Berg (Friday Night Lights, Mile 22) was tapped to give life to the essence of PERFORMIX’s hero product, SST, which boosts energy, focus and metabolism, as well as the stories that intertwine Performix House and FitOps Foundation, an organisation dedicated to helping veterans who’ve served the country find passion, purpose, service and employment in the fitness industry.
“John Cena has built his entire brand around helping others achieve greatness, encouraging those around him to never give up. At PERFORMIX we believe we make the best supplements in the world, but that’s not enough, we also want to inspire the world through the power of fitness. That is why we are joining forces, to fuel that purpose through our aspirational brand, life changing foundation, engaging content and efficacious product. It’s not just about selling supplements” says Matt Hesse, PERFORMIX and FitOps Foundation founder and CEO.
The campaign highlights the inner battle that can occur and positions SST as a catalyst to unlock your best. Through its innovative and disruptive format, SST provides you with time-released nutrients that allow you to Keep Perfecting.
To support and amplify the efforts of the visionary challenger brand, Merkley+Partners brought its heritage of creativity and strategic planning to the table with a fully integrated team spanning media planning and buying, social media management, above-the-line production capabilities and data and analytics. That will be complemented with a real-time social strategy and content strategy, which spans across the brands multiple social properties, leveraging Performix House, multiple brand influencers and numerous experiential events.
“When we partnered with Matt [Hesse] and team we knew it was going to be a fast and furious start. That’s exactly what it’s been, but for all the right reasons. The PERFORMIX brand has so many strengths and so much opportunity, the challenge isn’t about creating a story, it’s about what which part of their amazing story we tell first. It’s been a ton of fun already and we’re just getting started,” Scott Gelber, President, Merkley+Partners.
Edit Company: Nice Shoes
Editor: Colin Loughlin, Dan Suter
Head of Production: Jason Farber
VFX: Eric Swenson (Producer and Supervisor)
Colourist: Lenny Mastrandea
Creative Director: Harry Dorrington
Finishing: Russ Bigsby
Producer: Rebecca Mitchell
Creative Agency: Merkley + Partners
Chief Creative Officer: Andy Hirsch
Producer: Donovan Green
President: Scott Gelber
Group Creative Director: Max Godsil
Senior Art Director: Gabi Hastings
Art Buying: Bev Don (Director)
Director of Business Affairs: Pam Carden
Group Account Directors: Diane Hernandez (EVP)
Chief Strategic Officer: Stacey Lesser
Planning Director: Anderson Koeniger
Account Planning: Rebecca Stephenson (Senior)
Director of Broadcast Production: Gary Grossman
Director of Business Development: Tara Nolan