Urban Fitness League Will Launch With World Cup In Brooklyn, N.Y.
The Urban Fitness League will launch Tuesday on Coney Island in Brooklyn, N.Y., with its World Cup. The event will serve as a showcase for extreme calisthenics athletes, with a U.S. team facing a World team. Int'l athletes will represent Brazil, Serbia and the U.K., among others. The competition will highlight the convergence of creative calisthenics with extreme body weight exercises. UFL CEO Ben Sturner said, "The league's very unique because of its integration with sport and music and style." The World Cup will feature individual exercise battles on customized urban equipment as well as freestyle contests incorporating music that will be judged on creativity, endurance, form, strength and style. UFL Dir of Content Rain Bennett said, "The one thing that differentiates this culture from other fitness cultures that are similar is the creativity. It's an art form."
Sturner, along with former NFL SVP of Events Frank Supovitz, former National Lacrosse League Commissioner George Daniel and former HBO Sports exec David Itskowitch, will manage the UFL. "This is something that's very global. It's being practiced in Europe, all over the Middle East and China," Sturner said. "We have people coming from Serbia, we have someone coming from Spain, from London, Brazil, Belgium -- these athletes are hand-selected, so we have the best in the world."
Turkish Airlines will be the official sponsor of the UFL World Team. Other sponsors include sports drink Body Armor, food brand Health Warrior and Ojo Scooter. The UFL is currently negotiating deals for automotive, telecom and insurance sponsors. The league recently worked with LIFT Marketing on its brand development. Former NBA Senior Dir of Int'l Programming Stephanie Schwartz is handling merchandising, with UFL apparel being sold online and at shops that will be set up at the event.
The UFL World Cup will commence at 6pm on Tuesday at the Ford Amphitheater on Coney Island. Sturner hopes to use it to create a global fitness enthusiasm. "This sport is accessible all around the world," Sturner said. "We want this World Cup to be a tradition. ... We want to grow it and we want to have UFL-branded countries."