Pedestrian and Smirnoff launch pop-up gym centre
Youth publication Pedestrian and Smirnoff Pure have launched a pop-up gym, aiming to create an “inclusive” place where everyone can exercise.
The ‘Nothing to Hide Gym’ will include classes such as Electro Flow Yoga, Fury Yoga and Shut Up & Groove therapy, and hopes to break down barriers that prevent people form having a good time.
Pedestrian’s latest initiative is supported by The Open Project, an ongoing content series created by the publication and Smirnoff, which promotes inclusivity, diversity and acceptance.
Annaleise Graham, assistant brand manager at Diageo said the pop-up was a place where people could be themselves, have a great time, and try a Smirnoff Pure.
“Smirnoff is excited to team up with our mates at Pedestrian to bring to life our Nothing To Hide Gym – where it’s less about fitness and all about pure fun! We can’t wait to bring you crazy-cool dance classes and awesome music in a place where you can be yourself and just have a great time,” Graham said.
James McManus, head of creative projects at Pedestrian added: “Teaming with Smirnoff Pure, Nothing To Hide Gym offers up a judgement free environment with sessions lead by motivating young Aussie’s that flip the standard workout on it’s back, takes a deep breath, and tells us all to relax.”
Pedestrian’s new project comes ahead of the launch of its new teen website ‘Pez’, which will discuss topics such as body image, mental health, sex, dating, and friendships.
