MTV: Fitness

A cultural approach to launch MTV's new fitness channel.

Task

MTV tasked Platform13 to devise a cultural approach to launch their new Fitness channel.

Approach

Through a deep dive into the brand, and a mixture of desk research and IRL interviews with cultural voices in fitness, popular culture and entertainment, we unlocked a clear and credible positioning for this vertical.

Output

A clear and actionable playbook on why and how MTV can credibly play in Fitness.