In October of 2024, Centr entered the cardio category with the launch of Centr’s Runr and Inspire Series of treadmills. The product design and branding reflected Centr’s premium position in the strength equipment category, extending the design language to the new line of treadmills.

The marketing campaign accompanying the launch featured one of Centr’s popular coaches and endurance runners, Dan Churchill. I oversaw the brand campaign strategy and creative execution, partnering with Dan to tell the story of the new treadmill line through the lens of his expertise in endurance training.

The campaign featured a hero film that launched across brand channels, as well as additional social-first videos on Dan Churchill and Centr channels.

The campaign also featured elevated photography, a key element in omnichannel marketing.

RESULTS:

-Cardio is Centr’s fastest-growing product category.

-2024 Q4 treadmill sales beat sales targets, and retail partners brought treadmills in line within just 2 months of selling online.

Watch the treadmill launch film HERE.