HARDBODY News & Updates

Earlier this week the Wall Street Journal ran a piece about Nintendo’s Wii gaming console. The popular system is coming out with Wii Fit, an add-on that it hopes appeals to women. Their new advertising and marketing is looking to captivate women who want to lose weight. Today, I was reading my newest issue of FORTUNE magazine and there is an article that speaks about the growth of women interested in gaming. Nintendo might be striking at the right time with the new addition to their popular product.

Nintendo’s new ad.. “How will it move you?”

I’ve played the tennis and boxing games on the Wii and I felt like a kid at the first day of Fat Camp. It was a helluva workout. While it might seem like a gimmick, I don’t see it that way. I think it’s a great idea that entertains people while getting them off their ass - men and women. What do you think ladies, would you buy the Wii Fit as a way to help you keep the pounds off?

Nintendo’s Wii gaming console introduced sedentary gamers to the idea of moving off the couch. Now Nintendo is coming out with the Wii Fit, an add-on to the gaming system designed to appeal to women looking to lose weight.

The $90 attachment, dubbed the “Balance Board,” expands the range of games that can be played on the Wii to include activities such as yoga and push-ups. The Balance Board — which resembles bathroom scales — also tracks a user’s weight and body-mass index.

The Wii Fit is a daring move for Nintendo, aimed at broadening the gaming market — dominated by younger men — to women. To get their attention, the company plans a massive marketing campaign ahead of the product’s release in the U.S. May 19, including a public-relations effort under way. Television, outdoor and print ads begin the week the product becomes available. Ads via Omnicom Group’s Goodby Silverstein & Partners will carry the tagline: “How will it move you?”

As part of the PR push, “Good Morning America” host Diane Sawyer tested the exercise game on the air last week. “It really does make you work,” Ms. Sawyer told viewers. Since its release about 18 months ago, the Wii has been a smash hit — so much so that it’s still difficult to buy in the U.S. In Japan, where the Wii Fit is on the market, it has also proved hugely popular. Still, the new product is something of a gamble, moving Nintendo away from core young-male gamers, who could be turned off by the fact that Mom and girls think the Wii Fit is cool.

Check out the entire article here.

An interesting ad for David Barton gym. The gym’s web site is pretty cool and definitely a different approach to marketing a club.

IFBB Pro Figure competitor Jessica Steffens and rising NPC Figure star Jamie Meade are featured models with Brendle Climbing Systems. Brendle Climbing products are changing the face of climbing and fitness. Jess and Jamie are prominently featured on the web site, GETFITclimbing.com. Check out the site and learn more about these kick ass products.

Jessica Steffens scaling one of the revolutionary walls.

It’s great to see companies using figure competitors in their ads and proof that there is main-stream appeal if presented correctly. As you can see from these photos and the web site these women show you can be buff and beautiful. Learn more about Jamie on the Performance Ready website where she is this month’s featured athlete. Keep an eye on her as she heads to the NPC national level stage this year.

GetFitClimbing advertisement.

I ran across this nifty ad from 1993. Can you identify which IFBB pro is rock’n the Hypertech clothing in the middle of this advertisement?

1993 Ad for Hypertech clothing.

A new feature I’ll be posting from time to time is AD-WATCH. Ads that feature the women in the fitness industry and how the women are portrayed. Seen an ad that’s caught your eye? Drop me a line and let me know.

A copywriter out of New York called attention to a Gaspari Nutrition ad recently in his blog. The ad in question features fitness model, Marzia Prince and one of the supplement company’s products. The headline reads, “THE MOST SOUGHT AFTER BOX ON THE PLANET”. Below is the ad and the blogger’s comments. What are your thoughts?