Move is attempting to get its brands exposure outside of the trade show.
Move, the active and ath-leisure section of MRket, has partnered with Equinox on a run club, which took place today at the Highline in New York and was attended by brands, influencers and press, who wore active pieces from MPG Sport, Rhone, Masterclass Apparel and New Balance.
“We want to be the connecters,” said Erik Ulin, president of Project. “We are bringing press and our brands together to connect outside of the trade show environment.”
David Siik, an Equinox instructor, created the 45-minute exercise session, which mixed running and strength training. Equinox has been involved in the Move section since it launched in January. According to Elise Diamantini, account executive at Move, they are hoping to do these types of activations once a quarter and in locations outside of New York.
“Men are starting to pay more attention and they care more about health and fitness,” said Diamantini, who added that the section has grown since it launched. “It’s gotten such a great reaction from not only participating brands but also retailers who are really starting to incorporate active into their buy.”
Earlier this year, UBM America purchased Business Journals Inc. for $69 million in cash, making MrKet and Move a part of Project. The deal brought together UBM’s shows, including WWDMAGIC, Project and Coterie, with BJI’s consortium of events. These include MRket, AccessoriesTheShow, EDIT, Fame, Moda and Stitch.