Life Time and HOKA Kick Off Extended Multi-Year Partnership During Miami Marathon Weekend Jan. 26-28 and Inside Athletic Country Clubs
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Insights
The expanded partnership between Life Time and HOKA signifies a strategic investment in brand visibility and consumer engagement for both companies. By aligning with Life Time's athletic events and training programs, HOKA enhances its brand association with health and wellness, which can positively influence consumer perception and loyalty. The 'Fly Human Fly' campaign is particularly notable for its potential to create an emotional connection with participants, potentially leading to increased brand recall and consumer affinity.
Furthermore, the presence of pop-up shops at events provides HOKA with direct-to-consumer marketing opportunities, which are critical in the modern retail landscape. This hands-on approach allows for immediate feedback and product showcase, which can drive sales and improve product development. For Life Time, such partnerships can enhance the member experience, thereby aiding in member retention and attracting new customers.
The extension of the partnership between Life Time and HOKA is likely to have financial implications for both entities. For Deckers Brands, which owns HOKA, this partnership could lead to increased sales through enhanced exposure and targeted marketing at Life Time events. The sponsorship of high-visibility events like the Miami Marathon and the Chicago Half Marathon provides opportunities for brand activation and can be a catalyst for growth in market share within the athletic footwear and apparel segment.
On the other hand, Life Time's strategy to associate with a fast-growing brand like HOKA may contribute to its competitive advantage in the fitness industry. The partnership could be seen as an added value to its membership offerings, potentially impacting Life Time's revenue through increased membership sales and retention. It's important to monitor the performance of both stocks (LTH and DECK) following such announcements to gauge the market's reaction to the partnership's perceived value.
The collaboration between Life Time and HOKA taps into the consumer behavior trend of seeking integrated wellness experiences. By featuring personal stories in the 'Reveal Your Potential' video series, the companies are leveraging narrative marketing to inspire and connect with their audience on a deeper level. This strategy acknowledges the growing consumer desire for authenticity and personal growth within their fitness journeys.
Moreover, the decision to engage consumers through various channels, including in-club experiences, online and social media, demonstrates an understanding of the omni-channel approach necessary to reach a broad audience. The alignment of HOKA's product placements within Life Time's ecosystem caters to the consumer's preference for seamless brand experiences across different touchpoints, which can lead to higher engagement and conversion rates.
HOKA is official sponsor of select iconic athletic events and studio and small group training programs; New video series showcases personal stories of what's possible
"It's been phenomenal to hear how HOKA has impacted the performance of our members, coaches and trainers, and to see the success of this multi-faceted strategic partnership as we grow both of our brands," said Kimo Seymour, President, Life Time Events. "We have created an incredible synergy between Life Time and HOKA, and it's one we are very excited to continue as we collectively promote a healthy way of life and provide tools to help people achieve their wellness goals and aspirations."
The expanded agreement includes HOKA as an official sponsor of the upcoming Miami Marathon featuring a large buildout at the Marathon Expo and on the race course with their "Fly Human Fly" activation, encouraging and inspiring race participants as they head toward the finish line. Additionally, Life Time recently launched a new video series, Reveal Your Potential, highlighting individuals who've made Life Time and HOKA a part of their healthy and happy lives, and reminding people that each day provides an opportunity to redefine what's possible. The series is being shared in Life Time clubs, online, socially, in print and through other marketing tactics.
Inside Life Time's portfolio of more than 170 athletic country clubs, HOKA is the official sponsor of select Life Time group classes and signature group training programs, including GTX, MB360 and Ultra Fit; and Dynamic Personal Training (DPT). HOKA will also sponsor Life Time's annual cardio party with classes and social hour components hosted at Life Time destinations.
HOKA continues to play a critical role at other iconic Life Time athletic events including as presenting sponsor and official running shoe of the Chicago Half Marathon. During each event, HOKA will motivate runners on the race course to the finish line through their "Fly Human Fly" activations, as well as on-site presence and product activation at the event expos.
Finally, HOKA will host pop-up shops and experiences for members and non-members at select Life Time clubs and other athletic events across the country throughout the year. At these events, participants can try a range of the HOKA shoes and gear and speak with HOKA Field Experience Representatives about their fitness goals.
About Life Time, Inc.
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its portfolio of more than 170 athletic country clubs across
About HOKA
HOKA is one of the fastest-growing performance footwear and apparel brands in history. Conceived in the mountains, HOKA footwear delivers an unprecedented combination of enhanced cushioning and support for a uniquely smooth ride. Every day, HOKA pushes the innovation and design of its footwear and apparel by teaming up with a deep roster of world champions, taste makers and everyday athletes. From finish lines to everyday life, HOKA fans love the brand for its bold and unexpected approach, and its belief in the power of humanity to create change for a better world. HOKA empowers a world of athletes to fly over the earth. For more information, visit HOKA.com or follow @HOKA. #FlyHumanFly
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SOURCE Life Time, Inc.
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