The second iteration of the partnership between Mr Porter and Equinox will kick off on Thursday.
The online retailer has teamed with Q by Equinox, the fitness club’s editorial arm, on a content-driven partnership centered around a series of videos called Fit-For-Fit. The videos each focus on a different fitness theme and feature an Equinox trainer at one of the club’s locations.
The first video debuted in late April and featured indoor-outdoor aerobic and free weight workouts. The May video, “Be Flexible” features yoga instructor Johan Montijano’s favorite stretches. The remaining videos will be “Build Endurance,” “Work Out Anywhere” and “Be Efficient.” They will be released monthly through August.
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This initiative is intended to publicize Mr Porter Sport, a new athletic and performance category, that has been added to the site.
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“At Mr Porter we’re great believers that looking good and feeling good go hand in hand,” said Mr Porter’s U.S. editorial director, John Brodie. “We’re excited to be working with the editors of Q and the trainers at Equinox in not only providing our shared audiences with the best in performance and sport product offering, but also the best in fitness content, too.”
All of the videos feature shoppable product from the Mr Porter Sport collection. The videos are being shown on the Q by Equinox online editorial site as well as in the Mr Porter Journal. There is a custom content hub at mrporter.com/qbyequinox, and the videos will be promoted through digital and social media as well as in the 76 Equinox locations worldwide.
“Q is out to elevate fitness and wellness content and solidify its place in the broader cultural conversation. Our scientific authority and refined point of view paired with Mr Porter’s mastery of men’s style makes for the perfect partnership that opens each brand to a new, complementary audience,” said Q editor in chief, Liz Miersch.