The struggle is real for lifters in this campaign for strength training accessories brand.
AUSTIN, TX. – June 28, 2017 – Archer Malmo, a leading brand communications agency, and Harbinger, market leader in specialized strength training and fitness accessories, today unveiled a campaign to inspire athletes to push for “One More.” The campaign features real athletes and Harbinger strength training gear and will run online nationwide until November. The videos – two 30-second spots and four 15-second spots – can be viewed here.
“The “One More” platform taps into the heart of every lifter who pushes their training or who’s had a coach or spotter motivate them to do one more when they’re exhausted,” said Matt Rand, Executive Creative Director for Archer Malmo, Austin. “It was built on the insight that strength is more than just a physical trait. The creative demonstrates that mental toughness, combined with the right gear, can help lifters achieve every rep possible to reach their personal goals.” The campaign raises awareness of the Harbinger brand and products among experienced and inexperienced lifters alike. The campaign will be served on Facebook, Instagram and Twitter, leveraging granular targeting to users with interests that fall within relevant categories, such as bodybuilding, weight training, physical fitness and gyms. Dynamic geo-targeting tactics will focus on consumers at and around gyms as well as sporting goods stores nationwide.
“Harbinger is built to help athletes get the most out of each workout, especially in the moments when you think you have nothing left,” said Sierra Cook, Implus Fitness Senior Marketing Director. “We reveal the moment when a lifter struggles the hardest – seemingly a moment of weakness but actually the moment when strength is built – and position Harbinger as the gear trusted in those moments.”
To dramatically drive home the glory and real benefit of the struggle, each spot ends on a cliffhanger. Does the lifter succeed or fail in their perseverance for one more rep? In the end, that’s not what matters. What defines success in the gym is the struggle itself. Overcoming fatigue and doubt and trying anyway. Pushing for that “One More.”
Harbinger® is the market leader in strength training accessories and encourages people to elevate their strength training. Founded in 1988, Harbinger leads the weight lifting gloves and belts category and offers functional fitness and strength accessories including wraps, straps, and speed ropes. Harbinger® is part of Implus Footcare LLC, an innovative manufacturer of over a dozen brands in the $1 billion footwear and recreational accessory marketplaces. www.harbingerfitness.com
Headquartered in Durham, North Carolina, Implus Footcare LLC is an innovative provider of products ranging from footcare and seasonal accessories to fitness and recovery solutions. Implus’s brand family includes Sof Sole®, Balega®, Yaktrax®, apara®, Airplus®, Sneaker Balls®, Sof Comfort®, Little Hotties®, Penguin®, Perfect Fitness®, DryGuy®, TriggerPoint®, Harbinger®, FuelBelt®, and Spenco®. Implus proudly distributes to over 75,000 retail outlets across North America and in 70 countries worldwide. For more information, please call 800-446-7587 or visit www.implus.com
About Archer Malmo
Archer Malmo, with offices in Memphis, Tennessee, and Austin, Texas, combines brand thinking, data and technology to help growing brands adapt to the digital and creative complexities of today. Since 1952, we’ve continually evolved to changes in the industry, helping level the competitive playing field for midsize companies. The agency’s combination of discipline specialists, strategic orientation, creativity and culture yields strong client relationships and business results. With more than 150 people, Archer Malmo is one of the oldest independent agencies in the U.S. and has been recognized by Advertising Age and others as a “Best Place to Work” and has been named to the “Inc. 5000” list of fastest-growing private companies in America for five consecutive years.