U.K. sports drink manufacturer Lucozade Sport and International Boxing Federation champion Anthony Joshua are teaming up to live stream the first “Made to Move,” workout session online via the Lucozade Sport website.
Made to Move is a fitness and media campaign that intends to “bring awareness of the importance of a more active and balanced lifestyle,” Steven Hind, head of marketing at Lucozade Sport said.
Joshua, a prominent U.K. boxing star with more than three million social media followers, will be the first sports and fitness personality to lead a live workout. On Saturday, Joshua’s training session will be the first of four live workouts currently scheduled on Lucozade Sport’s website.
The #MadeToMove Sessions are coming to a @PureGym near you! Sign up to move with the champ @anthonyfjoshua! https://t.co/W3KtGz33Q5 pic.twitter.com/5xYyPzsuSe
— Lucozade Sport (@LucozadeSport) October 18, 2016
Lucozade Sport has partnered with U.K. gym chain PureGym to offer a live setting for those looking to participate in Joshua’s Made to Move workout. PureGym boasts 57 locations and will offer “hundreds” of opportunities for patrons to partake in the exercises, according to the Lucozade Sport website.
Through Made to Move, Lucozade Sport hopes to inspire one million people to exercise before the year 2020, Hind said, “We strongly believe that leading a more active lifestyle is key to a healthier, happier and more fulfilling life,”
In September, Joshua took to Twitter to kickstart the Made to Move agenda. The boxer tweeted an invitation to join him on a morning run at a location to be announced the following morning. Joshua and 300 of his 750,000 Twitter followers took to Hampstead Heath the next day for a morning cardio training session.
Future Made to Move sessions will be led by the likes of Victoria Spence and Tally Rye, two thirds of the #girlgains online community; former Chelsea and QPR footballer turned personal trainer Bradley Simmonds, and Emily Skye qualified PT and social media star.
Creative agency Grey London created and launched the Made to Move campaign as part of an effort to rebrand the U.K.’s biggest sports drink brand as a “champion of movement,” according to Little Black Book
“The work that we’ve created with Grey to launch this idea is a positive, inclusive and modern interpretation of the world of fitness today and we are really excited about the potential for this campaign to inspire a nation to move more and progress,” Hind said.