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APEX
New British owned fitness bike - Apex, was launching and needed to find its own brand TOV and point of view on fitness that would be a clear distinction from the hardcore fitness image of market leader, Peloton.
More accessible in price, it was time for a more accessible fitness brand to enter the market.
Introducing a more a joyous, less pressured and care free way to exercise. Apex launched as a lifestyle and wellbeing fitness brand with relatable models, uplifting music and more colourful homes. So long serious fitness.
The hero edit was used for TV and social cut downs.
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