Target Finds Its 'Soul' Mate

Target is tapping in to the New Year's resolution season by partnering with fitness chain SoulCycle on a 10-city tour that will bring free spin-style classes and pop-up shops to several markets.The three-day weekend events will include high-intensity cycling classes taught by certified SoulCycle instructors in conjunction with pop-up shops stocking a capsule apparel collection — depicting the logos of both companies — and other wellness products. Target announced the tour via various social media channels on Jan. 7.The tour will hit:Washington D.C., Houston and Seattle the weekend of Jan. 22-24Atlanta, Nashville, TN, and Denver the weekend of Jan. 29-31Miami and Chicago the weekend of Feb. 5-7Minneapolis and Los Angeles the weekend of Feb. 12-14A dedicated e-commerce hub at target.com/soulcycle offers the same items included in the pop-up shop to online shoppers. The products span categories including wearable tech, vitamins and nutrition, beauty, food, yoga and weight training in addition to apparel.“We know that wellness is top of mind for many of our guests, especially at this time of year when people are looking for ways to reinvigorate their exercise routines,” said chief marketing officer Jeff Jones in a post on the retailer's online magazine, A Bullseye View. “By partnering with a premier fitness brand like SoulCycle, we can offer a uniquely Target experience and help our [shoppers] start the new year of on a positive note.”SoulCycle — known for its high-intensity workouts and devoted, cult-like following — will accept pre-registrations on a promotional web page within its website. The two partners are also sweetening the effort with a curated Spotify workout playlist.In related activity, Target is highlighting its exclusive C9 by Champion brand (manufactured by Hanesbrands Inc.). The retailer is offering $5 or $10 off a $30 or $50 C9 purchase during a "Live Well" sales event. In stores, a plethora of header cards positioned on prominently placed C9 apparel racks tout the incentive. A home page carousel ad, Jan. 10 circular features and a Jan. 12 email blast supported.Additionally, the mass merchant is offering five workout videos from C9 brand ambassadors Adam Rosante and Idalis Velazquez on its YouTube channel. (See below.)

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