“Megan Thee Stallion herself is a huge fitness enthusiast, and advocates for both body positivity and mental health, which aligns with our ‘Judgment Free’ ethos and brand values,” Jamie Medeiros, chief brand officer at Planet Fitness, told Adweek. “Our partnership seamlessly connects the two worlds of music and exercise and shares how Megan herself stays mentally and physically fit during her busy schedule.”
The partnership was also a fit because of the star’s reach among younger audiences on social media, specifically on TikTok and Instagram, which have been priorities for the brand, Medeiros added.
Planet Fitness’ previous celebrity collaborations have included a Super Bowl ad starring Lindsay Lohan.
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