We took sports marketing to the next level by creating the 'Anta Fitness Delivery' service. We delivered workouts to their doorsteps. First, we used a celebrity to promote the service. Next, 300 fitness instructors were recruited and trained to conduct gym glasses in offices, homes and out-of-gym environments. Then a nation-wide hotline plus a micro-site were set up for customers to pick and choose their workouts, place and time of delivery. Finally, a fleet of branded SUVs and motorcycles deployed the instructors to their respective destinations.

Over 31,256 orders were delivered to homes, offices, warehouses, restaurants, factories and organisations. Photos and videos of participants enjoying the experience were shared at major social networking sites in China. About 2m 'weibos' were generated. 53,016 people participated. In our survey, 80% of them said they’ll start exercising regularly again. Sales at the online and retail stores increased by 20%.