Musicians have been increasingly turning to gyms and fitness companies for commercial partnerships. These initiatives are often mainly promotional in nature, but they tend to have a merchandise component of some sort as well. While musicians have been involved with athleisure collections in the past—think Beyoncé with Adidas or Carrie Underwood with Dick’s, now both ended—these relationships are part of a subtle shift in that the products are more focused on fitness while being fashion-forward, rather than being fashion-first while also fitness-inspired and fitness-ready.
The pairing of musicians and fitness may seem like a disconnect at first glance, but these initiatives make logical sense upon further reflection. Many musicians who perform live need to be in excellent shape to complete energetic, active, and hours-long concerts almost every night during months of touring and are often known for their rigorous workout regimens.
Examples of musician-fitness partnerships announced since the beginning of the year include:
- Tim McGraw’s team-up with Planet Fitness. The endorsement deal, first promoted in May, included a discount for membership using the code McGraw, as well as a sweepstakes, with a goal of raising money for the Boys and Girls Clubs of America. A limited Genuine McGraw merchandise collection of workout gear (duffle bags, water bottles, hoodies, t-shirts), which raised awareness for his Standing Room Only tour, was also available. It should be noted that this alliance went awry when McGraw’s fans took to social media to criticize it, noting that Planet Fitness, billed as an inclusive, “no-judgment” zone, was in the midst of a conservative boycott for “woke” policies related to transgendered patrons’ bathroom use. Some also mentioned that the country singer had a home gym and was unlikely to work out in Planet Fitness locations. McGraw is well known as a fitness enthusiast and at one time had a deal with Snap Fitness to establish a chain of clubs under the Tru Mav name.
- FKA Twigs’ deal to become a creative partner with Swiss performancewear provider On, revealed in April. Her first marketing campaign with the company, in support of its fall/winter 2024 collection of men’s and women’s training gear, came out in early September. Themed “The Body is Art,” it puts the singer’s reputation for innovative choreography front-and-center. While the joggers, bras, t-shirts, and footwear are not positioned as branded collaborative products with the artist, she was involved in developing the collection’s aesthetic as part of her new role.
- Megan Thee Stallion’s partnership with Planet Fitness. Starting in January, she appeared in the chain’s advertising in the role of “Mother Fitness,” whose purpose was to protect patrons from the toxic behavior that can occur in gym settings. In addition, there have been two drops of merchandise, one in January of this year, and the second in March. Products included a black sweatshirt, bucket hat, and water bottle in the first instance, and crop tops, socks, and sweatpants celebrating Women’s History Month in the second, with all of the proceeds going to the rapper’s Pete & Thomas Foundation focusing on mental health, women’s empowerment, and help for the elderly. The artist is known for her workout content on TikTok, and the collaboration included Megan Thee Stallion-taught “Move Your Body-Ody-Ody” workout-class videos on the Planet Fitness app. Her promotion did not attract the backlash that McGraw’s did.
- Jisoo’s brand ambassadorship with Alo Yoga. Announced in January, this was primarily a promotional agreement with the singer, a member of the K-Pop group Blackpink, who served as the face of the brand in advertising for the spring 2024 collection and other flagship items. Pieces in the spring range included shorts, tank tops, miniskirts, bras, sweatshirts, leggings, sneakers, and more. Although not billed as a collaborative collection, media and fans pointed out that many of the details were reminiscent of Blackpink’s color palette and sensibility and that the designs fit well with Jisoo’s personal style. The singer is fan of yoga and pilates and had been spotted wearing the brand before the partnership began.
- Raye’s agreement with H&M Move. The deal with the British singer-songwriter included a “movewear” collection that debuted at the beginning of the year. The advertising campaign used her music and showed her doing a version of her pre-show workout. The pieces featured H&M Move’s moisture-wicking and support technologies, were inspired in part by high-intensity interval training, and were designed with Raye’s fashion sense, described as glam and vibrant, in mind.
Musicians have long forged content partnerships with gyms and other fitness-related companies, centered on providing music and/or choreographed routines for workouts. Alliances that are focused on merchandise—often as part of broader marketing relationships—are newer, but growing, and represent a potentially powerful use of the artists’ names and brand positioning to benefit both parties.
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