SBD/Issue 198/Sponsorships, Advertising & Marketing

24 Hour Fitness Launches New Olympic-Themed Ad Campaign

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USOC sponsor 24 Hour Fitness Wednesday launched an Olympic-themed ad campaign titled "We are all Athletes," featuring Kerri Walsh (volleyball), Jeremy Wariner (track), Brian Olson (judo) and Alicia Sacramone (gymnastics). A 30-second spot featuring Walsh shows an intramural volleyball team getting dominated by the Olympic gold medalist. After the rout, she asks if the team is up for a best seven-out-of-12. After the match, the team invites her to a barbecue. "Actually," she says, "I'll be in China." A player says, "You could have just said no." The other spots are similar in tone and theme. The ads will appear on broadcast, print and online outlets, as well as in 24 Hour Fitness clubs. The 30-second spots will appear in 24 markets, including Dallas, Phoenix and San Diego. The spots were created by freelancers Jason Headley and Suosdey Penn.

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