Remember when gyms were for grownups? Well, the 170 My Gym children’s fitness centers that now populate the US have aged-down the concept considerably. And Huggies diapers, to get in on the trend, has hooked up with centers for a year-long nationwide promo.
The campaign will showcase Huggies brand Supreme Natural Fit diapers through My Gym’s Waddler classes. Both are designed for children at the age between 11 and 18 months when they begin to explore movement. Through the partnership, Huggies also becomes the official sponsor and sole supplier of diapers at all My Gym locations.
Over the next year, the promo will include multiple media events, branded parties and the distribution of Huggies-branded crew buttons, posters and diaper coupons in the kiddie gyms.