“The brand, which manufactures gym equipment, has previously relied on endorsements from celebrities including Dannii Minogue and Courteney Cox to target women, who are the most frequent users of its products. The latest activity is intended to capitalise on Formula One's huge global fan base, which is male-dominated. Power Plate will be able to use Williams drivers Rubens Barrichello and Nico Hülkenburg, as well as the team's crew, within its marketing. As part of the change in approach, Power Plate will shift its focus away from endorsements to concentrate on gaining brand recognition. Male-focused marketing will promote its affiliation with the racing team. The company will roll out experiential work to educate consumers about the brand...
http://www.mediaweek.co.uk/news/1003886/Power-Plate-target-men-via-F1-team-tie-up
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