Sports retailer Intersport has responded to the coronavirus pandemic by quickly assembling a series of indoor workouts, curated by coaches from all over the world, so that people can work out indoors on Instagram.
Intersport and its creative agency We Are Pi, which recently developed the brand's platform "Wherever you take training," worked together last Friday to assemble a group of marketeers, strategists, creatives, designers and sports trainers on the project, all working remotely.
They created #WorkINS, hosted on Intersport’s global and local Instagram channels. It features indoor training sessions that require little to no workout gear or equipment. The first sessions are hosted by Nike Master Trainers Rowen Aida, Seb Kneissl and Lee Grantham teaching running conditioning, yoga, strength training and more. Weekly schedules will be posted each Monday with more sports to be added.
"We created #WorkINS as a social initiative to keep people connected to the community that helps them feel healthy, energized, focused, sweaty and happy, despite the social isolation," says We Are Pi CEO Alex Bennett Grant, CEO. “We hope it’s useful and inspiring to people everywhere seeking motivation.”
The Intersport initiative follows moves from other sports brands to adapt to a world with sport or much outdoor exercise. Nike is encouraging people to "play inside" in its latest ad and is making its premium training app free of charge during the outbreak, while Buffalo Wild Wings, with a heritage of marketing around sport, has crowdsourced clips of people working out on Instagram in a new campaign.