PURE Fitness celebrates human potential beyond the gym

PURE Fitness has launched a new campaign celebrating human potential and the idea that the more one explores, the more one can become.

Also known as “You are more than you know”, the campaign is a long-term storytelling platform set to run for several years. It aims to present the PURE brand in an emotional light - beyond the functional gym or yoga studio environment.

A spokesperson from PURE Fitness told MARKETING-INTERACTIVE that the campaign targets wellness explorers of all ages, who engage with PURE for the unrivalled depth of services and expertise it offers.

The campaign features real stories of PURE instructors, office staff, and members. Angela Lohse, one of PURE's yoga instructors, is also an international DJ; Nove Handoyo, a fitness instructor, is also a strong mum; and Russell Bonifede, a PURE member, is a professional French horn player.

By featuring PURE's own people and their true stories, the campaign seeks to highlight the depth of the PURE offering. It has utilised out-of-home and digital media, social channels, activations, and PR to amplify these genuine stories, and has worked with its partners, such as Hong Kong China Rugby and Hong Kong Ballet, to feature their talent in the campaign as well.

Gary Wise, chief marketing officer, PURE Group, said: “‘You are more than you know’ is PURE refusing to behave like just another fitness and wellness brand. It’s built on the simple belief that people are capable of far more than they realise. Beyond helping people get fitter and healthier, our role is to challenge them to discover what else they can become.”

Don’t miss: PURE Group and HK Ballet unite to redefine performance and wellness

PURE Group has been launching various initiatives and partnerships to empower health. Back in January, it united with Hong Kong Ballet under “You are more than you know”, a collaboration exploring elite performance and modern wellness.

As part of the partnership, Hong Kong Ballet dancers will gain full access to PURE Fitness, PURE Yoga, and Re:set by PURE, supporting their training through integrated resources for strength, conditioning, mobility, and recovery.

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