As Will mentioned, we wanted to share a brief recap and quick couple images from the 2XU Century City grand opening this past weekend. Overview:
The 2XU Century City store grand opening activations were all set to run Thursday, April 6 through Sunday, April 9. During the lead up to the opening weekend, we had arranged to promote the weekend through paid advertising, email direct marketing, social media, Westfield Mall marketing efforts, and our partnership with the LA Marathon. The weekend started off with a soft opening on Thursday, April 6 and consumer promotions in which every shopper was given a free VIP Customer Card scratch-off game card. Every card was a winner, and consumers had a chance to win one of 60 greater-value prizes,…show more content… These consumer participation events were coordinated to align with an appearance by our professional fitness athlete, Christmas Abbott. We were marketing it as “2XU’s HIIT and Run Saturday” which all tied in beautifully with the recent Christmas Abbott photo shoot, and the GTM imagery that our brilliant AU marketing team and Will put together for the store. The morning started off with the ”2XU Century City store inaugural group run.” We organized with our newly established friends at LA Road Runners, to lead a one-hour out-and-back run. The 2XU "decked out” pacers took the more than 100 runners along Santa Monica Blvd and into some cool neighborhoods of Beverly Hills. At the end of the run, we had drinks and snacks and each runner was given the VIP scratch-off card and were allowed to shop during an exclusive preview sale an hour early. We gave a bonus 10% off during the preview-shopping hour. Following the run, we hosted an exclusive HIIT core fitness session that was led by Christmas. We arranged with the mall management to have the class staged in a large terrace area just up an escalator from the store and made for a picturesque setting limited to 40 customers (spots booked up the first day we promoted the event.) Christmas led the one-hour session and gave consumers an amazing test of “human performance being
