The ‘Propel Your City Project’ seeks to foster communal exercise by installing fitness hubs in Newark, Atlanta, Houston and Los Angeles.
Today marks the launch of an exciting new campaign between Propel Fitness Water and Michael B. Jordan, aimed at motivating people to exercise together.
Entering its second year, the ‘Propel Your City Project’ is broadening its reach this summer to enhance fitness access in local communities. The campaign kicks off in Jordan’s hometown of Newark, New Jersey, before moving on to Atlanta, Houston, and Los Angeles.
Propel’s pop-up fitness hubs open their doors on Saturday, June 8, and offer free classes led by local fitness and wellness experts. Additionally, the initiative will distribute $100,000 in fitness memberships to further the Gatorade-owned brand’s mission of making fitness more accessible.
“My fitness journey started on the basketball courts in Newark and the progress I’ve made since then comes from a combination of learning from the best and moving alongside my team,” Jordan said in a statement. “With the Propel Your City Project, we’re trying to help more people find that winning mix in their community to drive them forward.”
A new television commercial accompanies this announcement, featuring Jordan in Newark. The commercial captures him inspiring people of various fitness levels as they work out together, refreshing themselves with Propel during their sweat-drenched breaks.
The campaign is driven by insights from a recent Propel-led survey, which found that 77% of exercisers feel more motivated in group workout classes and 74% see better results when exercising with others. Despite this, 65% of exercisers usually work out alone, often due to cost and other obstacles.
To combat these challenges, Propel is launching free pop-up fitness hubs in each city for nearly a month, offering a rotating schedule of classes from local fitness organizations known for their inclusive approach. Each hub will provide free Propel products, including flavored electrolyte water, powders and tablets.
In addition to the fitness hubs, Propel is encouraging people nationwide to exercise together by giving away $100,000 to support their fitness journeys, doubling last year’s impact. Participants can enter by tagging a friend who motivates them on @PropelWater for a chance to win $500 each toward fitness memberships of their choice.
In its first year, the Propel Your City Project offered over 160 free classes from fitness and wellness organizations across the country. This year’s initiative includes seven returning partners and nine new organizations.
“We saw positive impact for the organizations and local communities that were a part of Propel Your City Project last year, especially when we supported WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard,” said Emily Boido, senior director of marketing, enhanced water brands, Gatorade. “Research continues to show that exercisers thrive when they feel motivated by a like-minded community, and our fitness hubs are designed to create more access to that.”
Invisible North, the creative agency and production company behind the campaign, has created a spot that premieres today across broadcast channels, streaming services, digital platforms, and Propel’s social media channels. The campaign will be featured during major sports events such as the WNBA, NWSL, Copa America, European Championship, and tennis tournaments including the US Open, Wimbledon, and the French Open.
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