Good news if your New Years’ Resolution was to start working out more in 2022. Dior is kicking off the year with a brand expansion into home fitness equipment. The French Fashion House, paired with the “digital technology for fitness” company Technogym to develop this range of exclusive workout equipment. Their design series is sold online and at the Dior Vibe Pop-Up store, along with Dior’s sportswear line. If you need the motivation to start working out, this is it.
This design series comes off the heels of a successful embedded marketing strategy with Netflix’s Emily in Paris. A small part of fashion enthusiasts everywhere wanted to ride on the Christian Dior scooter Lily Collins drove during the second season. There’s a certain something about its blue stripes and monogrammed mini-trunk that made Vespa the impossibly irresistible – we can’t blame Emily for “borrowing” it. This marketing plug and the design series with Technogym show Dior’s commitment to becoming a lifestyle brand, nourishing personal bliss and good health at a hefty price tag.
The Dior and Technogym design series is ideal for people looking to invest or upgrade their existing home fitness equipment. If the unattractiveness of a medicine ball at your home desk made you steer of one (despite the benefits), then the Technogym ball for Dior is the answer. Similarly, the compact Technogym Bench is the perfect investment if you have a small apartment and want to up your workout routine. Technogym and Dior manufactured this series to meet their high product standards and include on-demand workouts on the Technogym App. Even if you aren’t the biggest gym junkie, it would be difficult not to be seduced off the couch and onto the treadmill with the Technogym My Run for Dior. Not only is it a commitment to great design, wellness, and health, but it’s also so cute.
Find a Dior Vibe store pop-up near you at Dior.com