Jazzercise Gets a Fresh Rebrand to Shake Its 80s Image
Laura McQuarrie — January 12, 2015 — Lifestyle
References: jazzercise & fastcodesign
In an attempt to rid Jazzercise of any ties to headbands, leotards, legwarmers and grannies, the brand recently got a fresh new look, inspired by the surge in popularity of similar activities like Zumba and CrossFit.
The brand's new identity boasts a workout that's "edgy, hard-hitting and modern," communicated with a fresh new logo that's literally leaning into the future of fitness. Sheppard Missett, Jazzercise Founder and CEO cleverly sums up the rebrand: "The old logo was all jazz and no exercise, and the new logo is no jazz and all exercise." The new severity of Jazzercise's identity means business, showing that it is a contender to be taken seriously in the fitness world, promising to whip the world in shape one song at a time.
The brand's new identity boasts a workout that's "edgy, hard-hitting and modern," communicated with a fresh new logo that's literally leaning into the future of fitness. Sheppard Missett, Jazzercise Founder and CEO cleverly sums up the rebrand: "The old logo was all jazz and no exercise, and the new logo is no jazz and all exercise." The new severity of Jazzercise's identity means business, showing that it is a contender to be taken seriously in the fitness world, promising to whip the world in shape one song at a time.
Trend Themes
1. Modern Fitness Branding - Opportunity for fitness brands to rebrand and appeal to a younger, edgier audience.
2. Incorporating Popular Activities - Opportunity for fitness brands to incorporate elements from popular activities like Zumba and CrossFit to attract new customers.
3. Reimagining Fitness Identities - Opportunity for fitness brands to redefine their identities and shed outdated stereotypes.
Industry Implications
1. Fitness - Opportunity for fitness brands to innovate and attract new customers with fresh branding.
2. Athletic Apparel - Opportunity for athletic apparel companies to create new lines of trendy workout clothing catered towards modern fitness trends.
3. Media and Entertainment - Opportunity for media and entertainment companies to create interactive fitness content inspired by popular activities like Zumba and CrossFit.
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