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 […]
Tag Archives | Tim McGraw
Going to the Gym
Intellectual property owners are increasingly looking at gyms and fitness regimens as a viable experiential category, as several recent deals around the world illustrate: Tim McGraw is partnering with Snap Fitness for a chain of gyms in the U.S. called Tru Mav Signature Clubs. The name is short for “true maverick,” and the centers will […]