Pure Barre Launches First Brand Campaign With MATTE Projects
Posted: September 6, 2018 in Suppliers
Pure Barre
DENVER, CO – Pure Barre, the largest and most established barre concept in North America, announced the launch of Pure Effect, its first brand campaign in partnership with creative agency MATTE Projects. The multimedia campaign is the first major brand expression for Pure Barre since the company was founded in 2001.
The new campaign celebrates the Pure Effect – a term that embodies the intersection of Pure Barre’s unparalleled technique, community and empowerment to not just change bodies, but change lives. The campaign portrays 10 Pure Barre community members from across the country: studio owners, teachers and students, all of whom represent the collective strength and power of Pure Barre’s network of over 550,000 dedicated clients. Utilizing bold phrases such as “Pure Willpower” and “Pure Grace,” the campaign’s creative showcases each featured community member’s personal interpretation of the strength and power he or she has found through the Pure Barre lifestyle.
“As the original barre concept and leader in our category, we have always known that Pure Barre has a special impact on our clients that can’t be found elsewhere,” said Pure Barre CEO Christina Russell. “What we finally pinpointed as the Pure Effect is something we are so excited to bring to life and celebrate with our community and beyond.”
Pure Effect premieres today on Pure Barre’s new website, comprised of a video and corresponding photo stills that live on web and social channels and serve as the core of the company’s digital marketing efforts. In its second phase, set to roll out in 2019, the Pure Effect will come to life in-studio through a re-imagined studio design nationwide.
“Pure Barre empowers you to achieve goals beyond fitness; through technique and community, it gives you the confidence to become stronger mentally and physically,” said MATTE Project’s Founder Brett Kincaid. “We were very inspired by this authentic narrative and were excited to have the opportunity to tell this story in a fresh and stimulating way.”
The Pure Effect launch marks a greater milestone for Pure Barre: this month, the brand will celebrate its 500th studio opening, marking a 35 percent annual growth rate and 4x ownership of market share in the category. Additionally, the brand is introducing resistance-based training with Pure Reform, a new total body workout that will round out the current class offering, delivering complete cross-training benefits under one roof.
