Garmin's warm-up workout doubles as female self-defense training

Belgian agency FamousGrey developed social videos with runner Kim Gevaert

Published On
Jun 30, 2021

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GPS tech firm Garmin, which also produces a fitness tracker, is raising awareness of a problem that many women experience—being afraid for their safety while running.

With Belgian agency FamousGrey, the company has developed a new "Combat Warm-up" workout, which combines exercise with self-defense moves. 

The workout features in a series of social media tutorials, developed with Olympic sprint gold medalist Kim Gevaert and Laurence Rase, a former taekwondo champion and technical director of the Flemish Taekwondo Federation. The films, which teach self-defense techniques, are being posted on Garmin's Instagram feed and promoted with a manifesto film, seen above, across social media targeting women with an interest in running.

The aim is to highlight the issue while giving women more confidence when running. "We feel that women are sometimes inhibited when they run outdoors alone because they don't feel comfortable," said Nicolas Coppens, Belgium Garmin's marketing manager, in a statement. "We, Garmin, can not eliminate all insecurities or fears, but we can help women by opening up the conversation and by offering them tools that improve their state of mind before running."



Jun 30, 2021
Client :
Agency :
Client Contact :
Nicolas Coppens
Client Contact :
Tom De Schrijver
Executive CD :
Peter Ampe
Art Director :
Yana Gestels
Copywriter :
Zoe De Priester
Project Leader :
Siebe Lefebure
PR Agency :
Famous Relations
PR Director :
Kathy Van Looy
Senior PR Manager :
Laure Vandeghinste
PR Manager :
Laura Godinho
PR Manager :
Eva Van Riet
Digital Agency :
Head of Digital :
Joachim François
Digital Account Manager :
Siebe Lefebure
Media Buying :
Online Marketer :
Jonas Sprengers
Online Marketer :
Sander Cuypers
Digital Strategist :
Wies Dickens
Social Creative :
Sarah De Prez
Social Creative :
Laureen Delbauche
Graphic Designer :
Sacha Lempereur
RTV-producer :
Gaelle Haesaert
RTV-producer :
Marlies Neudt
Production :
Famous Grey productions
Producer :
Gaelle Haesaert
Director :
Max Pauwels
Edouard Legrelle
Sound Studio :
FamousGrey Productions
Post-Producer :
Gaelle Haesaert
Post-Production :
FamousGrey Productions
Offline & Online editor :
Sven Van Hee
Motion Design :
Fries Vansevenant

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