Tapout-Fitness-And-Brand-Update
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YOU ARE UP TO YOU. MAKE YOUR BODY. MAKE YOUR LIFE. MAKE YOURSELF. WWE athlete Seth Rollins WWE athlete Charlotte WWE athlete Alicia Fox WWE athlete WWE athlete Dolph Ziggler Roman Reigns BRAND HERITAGE ORIGINS Founded in 1997 in Southern California, Tapout was started by three friends selling t-shirts out of their cars. Tapout quickly grew into a leading brand that WWE athlete became synonymous with the sport of Mixed Martial John Cena Arts and the UFC—both which had exploded on the global scale. The Tapout rebrand was anchored by a shift in FUTURE EVOLUTION positioning and a new focus on brand marketing Tapout will continue to globally expand As the industry landscape continued to develop, supported by a long-term strategic partnership with the product offerings and explore new the brand recognized the need to pave the way WWE. As “the official fitness and training partner retail partners and brand extensions for its evolution. In 2015, Tapout rebranded itself - of WWE,” Tapout will be integrated across WWE’s across the fitness category. preserving the original brand essence and driving a global platforms including TV programming, WWE hard-body, fitness-centric message revolved around Network, pay-per-view broadcasts, live events, motivation, discipline and determination. digital, and social media. THE MISSION To be the leading global hard-body fitness and training brand that inspires the athlete in every individual across all facets of fitness. BRAND VALUES BRAND VALUES ETHOS: TONE, PERSONALITY & ATTITUDE Healthy Committed Determined Motivated Athletic Empowered Focused Aspirational Driven Accessible Authentic Dedicated THE TAPOUT CONSUMER CONSUMER DEMOGRAPHIC PRIMARY TARGET Men & Women Ages 18-54 Avid gym-goer/fitness enthusiast Focused on fitness and training Lives a healthy and active lifestyle SECONDARY TARGET Men & Women Ages 18-54 Casual gym-goer Participates in fitness activities Aspires to a healthy lifestyle GLOBAL DISTRIBUTION GLOBAL DISTRIBUTION Tapout products and training facilities are currently distributed in the United States, Canada, Mexico, Europe, Australia, New Zealand, and UAE. Tapout continues to expand globally as a newly repositioned fitness lifestyle brand. BRAND POSITIONING UNIQUE SELLING PROPOSITION Adidas strives to be the global leader in the Under Armour makes all athletes better Nike brings inspiration and innovation 1 sporting goods industry with brands built on through passion, design, and the to every athlete in the world. 2 3 a passion for sports and a sporting lifestyle. relentless pursuit of innovation. Tapout is a hard-body fitness and training brand that inspires the inner athlete in every individual across all facets of fitness – apparel, accessories, footwear, consumables, beverage, equipment, gyms... Starter defines fun, team, value and With legacies like the invention of the community through its commitment to Champion is a socially responsible sweatshirt and outfitting athletes for producing sports clothing and footwear manufacturer and marketer of everyday generations, Russel develops performance to the highest standards of style, basic apparel for sport.6 wear for everyday athletes.4 performance and value possible.5 Sources: 1. help-en-us.nike.com/app/answers/detail/a_id/113/~/nike-mission-statement 2. careers.adidas-group.com/mission-and-values.aspx 3. underarmour.jobs/why-choose-us/mission-values/ 4. www.fotlinc.com/pages/russell-athletic-classic-athletic-apparel-and-uniforms.html#.VVDa2tpVhBd 5. www.hanes.com/corporate 6. www.iconixbrand.com/starter_history.html STRATEGIC PARTNERSHIPS STRATEGIC PARTNERSHIP Tapout has joined forces with WWE as its official fitness and training partner. Integrated across WWE’s global platforms including TV programming, WWE Network, pay-per-view broadcasts, live events, digital and social media, Tapout will provide fitness-centric products and solutions for athletes at all levels. JOE DeFRANCO To enhance brand presence and credibility within the fitness space, Tapout is partnered with sports performance trainer Joe DeFranco – owner of the world-renowned DeFranco’s Gym and personal trainer to professional and olympic athletes across all major sports. As a Tapout brand ambassador, Joe DeFranco will develop unique strength & conditioning programs for Tapout Fitness training facilities, develop unique content for Tapout digital media channels and provide his professional athlete clientele with Tapout product year-round. BRAND MARKETING BRAND AMBASSADORS WWE ATHLETES Tapout focuses on showcasing the fitness regimen WWE Superstars undertake to achieve maximum health and physical prowess. These athletes have generated 1 Billion+ new impressions of Tapout by transcending the worlds of sports and entertainment. Ultimate MUSCLE & FITNESS HERS MUSCLE & FITNESS Squat Challenge BOOST YOUR BOOTY // STRONG SHOULDERS STRONG WWE Diva Charlotte The Best Ways to RULES THE // RING! PROTEIN-RICH MEALS PROTEIN-RICH CRUSH // PERFECT JEANS YOUR GOALS Shred Fat! // ULTIMATE SQUAT CHALLENGE SQUAT ULTIMATE Feel Your Best Ever! Get Lean! STRONG A R M S & // BEST FAT-LOSS DIETS DIETS FAT-LOSS BEST SHOULDERS Training Secrets From a Figure Champ JANUARY 2016 JANUARY // JANUARY/FEBRUARY 2016 JANUARY/FEBRUARY 5 Protein FAT-BUSTING Ready in NEW YEAR’S Meals Minutes 6RESOLUTIONS Your Perfect JEANS P. 5 2 ® STARTER’S JOHN JOHN CENA CENA GUIDE GO INSIDE THE GYM WITH THE WWE LEGEND! P.32 2016 OUR 12-PAGE GUIDE | STARTER’S GUIDE 2016 STARTER’S TO GETTING: } BIGGER! } LEANER! } STRONGER THAN EVER! GET BEST SUPPS RIPPED FOR A BIGGER, WITH THIS KILLER MOVE BETTER YOU ULTIMATE TOTAL 1,100 LB SQUAT! MUSCLE & FITNESS BODY WORKOUT 6-PACK SECRET THE ONE MOVE YOU NEED TO DO DIGITAL MEDIA ENGAGEMENT DIGITAL MEDIA STATS Promotion from WWE brand social pages, in addition to support from WWE athletes including John Cena who is the most followed American athlete on social media with 44 MILLION+ FOLLOWERS 600 MILLION+ FANS & FOLLOWERS Customized digital content for social media, e-commerce, and in-store, COMBINED SOCIAL FOLLOWING TOTAL INCLUDES OWNERSHIP OF WWE SUPERSTAR PAGES promoting Tapout as the official fitness and training partner of WWE Tapout content integrated on the WWE YouTube channel 5 BILLION+ Integration into monthly Body Series on WWE.com VIDEO VIEWS #1 SPORTS CHANNEL Geotarget digital ads around specific events Email blasts to both Tapout and WWE email lists driving to in-store events WWE.COM MOBILE APP 300 MILLION+ 19 MILLION+ PAGE VIEWS PER MONTH TOTAL DOWNLOADS LIVE EVENTS 30-second multimedia advertisements to air on TV Product integration (apparel, fitness LIVE EVENTS and in arena to audience during: equipment, beverages) on announcer’s 320+ EACH YEAR WWE Fast Lane, WrestleMania, SummerSlam, desks and in WWE locker rooms Raw, and Smackdown WEEKS EVENTS PER Fitness events at Tapout gyms 52 PER YEAR 6 WEEK AVERAGE Road to WrestleMania videos to air during events WWE Superstar appearances and showing athletes training in Tapout gear and using ATTENDEES autograph signings where Tapout is sold GLOBALLY Tapout products 2 MILLION for in-store events PAY-PER-VIEW LIVE Product exposure during WrestleMania Week PPV EVENTS SCHEDULED 12 ANNUALLY TELEVISION PROGRAMMING Tapout product placement (apparel, accessories, fitness equipment, beverages) on WWE television programs with promotional advertisements to air during commercial breaks. 13 MILLION VIEWERS per week in the U.S. • Raw #1 show on USA Network • SmackDown all new on USA • Total Divas #1 new show on E! WWE NETWORK 1.3 MILLION SUBSCRIBERS 90% of subscribers view at least once a week • Tapout Training Series profiling fitness regiments of WWE Superstars and Divas • Tapout sponsorship of NXT and key fitness/training programming • Ad schedule in Network programming and VOD content PRODUCT CATEGORIES APPAREL ACCESSORIES CONSUMABLES FITNESS EQUIPMENT Performance apparel Headwear Isotonic beverages Toning Equipment Lifestyle apparel Bags Energy drinks Strength Equipment Hosiery Protein drinks Agility Equipment Eyewear Supplements Water Bottles Tapout Fitness gyms are state of the art, full service training facilities offering weight training, cardio machines, boxing equipment and tanning. One location currently open in Georgia with several new gyms slated to open across the United States in California, New Jersey, Nevada, Arizona, Oregon and New York by end of 2016. TAPOUT.COM LAUNCH Relaunched in March 2016, Tapout.com currently sells the latest Tapout licensed products and is the central location for showcasing the brand’s fitness and training content. FITNESS IS A LIFESTYLE WITH NO FINISH LINE .