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Planet Fitness<\/p>\nPlanet Fitness<\/p>\n
NEWINGTON, N.H.<\/strong> – Planet Fitness, Inc. (NYSE:PLNT), one of the largest and fastest-growing franchisors and operators of fitness centers in the U.S., revealed a new creative campaign, \u201cThe World Judges, We Don’t. At Planet Fitness, Be Free.\u201d The campaign debuted nationally during ABC\u2019s \u201cDick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2017\u201d on December 31st. For the second year in a row, Planet Fitness was also the presenting sponsor of Times Square\u2019s iconic New Year\u2019s Eve celebration in New York City.<\/p>\n For nearly 25 years, Planet Fitness has revolutionized the gym industry, introducing the \u201cJudgement Free Zone\u00ae\u201d to first time or casual gym goers \u2013 a welcoming and friendly community where people could feel comfortable regardless of their fitness level \u2013 and afford to belong with memberships for just $10 a month. Once the challenger brand, the Company\u2019s innovative take on the fitness industry was matched with groundbreaking advertising which focused on \u201cLunk\u201d behavior and \u201cGymtimidation\u201d \u2013 a feeling of judgement and intimidation often found at typical gyms, and not found at Planet Fitness. Now a preeminent leader in the category, \u201cThe World Judges, We Don’t. At Planet Fitness, Be Free\u201d campaign, created with agency-of-record Hill Holliday, is an evolution of the Planet Fitness brand spirit and puts Judgement-Free in the context of society: the world, not just other gyms, can be a very intimidating and judgmental place, but Planet Fitness is a place you can go and be yourself and \u201cbe free\u201d without fear of being judged.<\/p>\n \u201cThe World Judges, We Don’t. At Planet Fitness, Be Free\u201d addresses the universality of judgement and the symbol for the campaign is the universal symbol for acceptance – the thumbs-up. Taken from the Planet Fitness logo, the thumbs-up symbol is a positive affirmation that is woven throughout all of the campaign creative. The branding executions include advertising on television, radio, print, out of home, digital, and social activity reflective of the evolved brand platform. Throughout January, additional brand vignettes will offer a close-up of the stories that will run across ABC, CBS, NBC, cable and syndicated networks and generate excitement for Planet Fitness\u2019 January sale, where people can join any location for just $1 down and $10 a month with no commitment from January 1-11, 2017.<\/p>\n