Asia fitness brand Pure Group has appointed Interpublic Group agency Golin to lead and execute a public relations programme.
The programme will see Golin supporting Pure Group across its portfolio of sub-brands and products including Pure Yoga, Pure Fitness, Pure Apparel, nood food, and Pure Nutrition. Its goal will be to work across media relations and influencer partnerships, to create and curate stories while publicising the launches of new centres and services as well as the brand’s community events.
Gary Wise, regional marketing director at Pure Group, commented, “Golin demonstrated a robust understanding of the health and wellness industry here in Hong Kong, and impressed us with their strategic mapping of our business. As we continue to grow, we need a partner that is able to elevate us, challenge the status quo and present fresh approaches that bolster our impact within the community.”
Pure Group joins other clients in Golin’s Hong Kong “Health & Wellness” team portfolio. Launched earlier this year, it currently oversees services that span digital and public relations across Hong Kong and Asia remits, and includes Danone, AIA and District Technologies. As a major player in the regional fitness industry - with a visible eye to go fully global - Pure Group currently has locations in Hong Kong, Shanghai, Beijing, Singapore, and New York, currently serving over 80,000 clients with a staff of more than 2,000 employees.
Lottie Longford, associate director for Consumer and Health & Wellness at Golin Hong Kong, says, “Globally, the well-being sector continues to evolve with dynamism, and Hong Kong is no exception. We are delighted to welcome Pure Group to our Health & Wellness team at Golin Hong Kong. Together, we are united in Pure’s vision of a happier, balanced 360˚ lifestyle, and we are honoured to have been chosen as the progressive communications partner to support the brand in being at the forefront of holistic health in Asia”.