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Volume 26 No. 65
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Herbalife Planning Sizable Activation Around New L.A. Triathlon

Herbalife will have a live paint display at the Finish Festival, with a Herbalife employee who does graffiti

The inaugural Herbalife24 Triathlon Los Angeles will take place this Sunday, beginning in Venice Beach and finishing in downtown L.A., with Herbalife handling a large role as title sponsor. The global nutrition company has plans for a 60-foot-wide activation hub at the race’s Finish Festival. L.A.-based event marketing agency Trine President James Skubic said, “Herbalife’s name is in the title of the race and their activation is definitely the largest.” That includes a recovery zone where people who complete the race are going to get a recovery towel and have the ability to sample some Herbalife products. There also will be a massage area, merchandise sales and an additional area for sampling. “It has such a large footprint and it has been designed to be this cohesive unit," Skubic said. "I’m really excited to see that get built out.” Additionally, Herbalife will have a live paint display at the Finish Festival, with a Herbalife employee who does graffiti painting right in the middle of everything. Skubic: “That adds a nice L.A. touch to a race that starts in Venice.” Herbalife's deal to title sponsor the triathlon is only for this year's event, though the company has indicated that it would like to continue in the same role into the future.

KICKING IT: Herbalife is not the only Southern California organization to activate around the triathlon, as the Galaxy plan to have a big presence at the race. The MLS club will have a typical booth set-up with giveaways and prizes, but it also will have an inflatable piece that is catered for kids to practice their soccer skills. “They call it a soccer inflatable," Skubic said. "Kids can practice their shots and it kind of saves them." He noted he is excited to see what the display looks like, saying, "I’ve never seen it in person -- I’ve just seen pictures of it.”

24 Hour Fitness
JW Marriott Los Angeles L.A. LIVE
Campsite Media House
Cedars-Sinai Medical Care Foundation
Cura Resource Group
Xterra Wetsuits
Dell EMC
L.A. Galaxy
Gibson, Dunn & Crutcher LLP
HED Cycling
HALO Branded Solutions
Phase IV Scientifc Health and Performance Center
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Herbalife Triathlon Sponsor Chart