No time for chance. Beast mode on
A bold collaboration between Fitness Park and French artist Rilès, powered by Sleeq.
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THE CONTEXT
Fitness Park partnered with Sleeq to push the boundaries of sports marketing by creating a cultural moment that blended music, performance, and style. Together with Rilès, the brand launched a limited-edition T-shirt capsule, turning fitness into a statement far beyond the gym.Project Eta was developed to improve user interactions with technology.
THE BREAKDOWN
The Challenge
In a crowded fitness market, choosing a gym often comes down to rational drivers like price or proximity. Fitness Park wanted to go beyond these basics and embody something bigger: a mindset about seizing your chance. The challenge was to find a voice powerful enough to resonate with a new generation, both inside and outside the gym.
The Strategy
Sleeq identified French artist Rilès as the perfect cultural partner: an independent, bold creator who embodies both physical endurance and creative force. The idea: build a collaboration at the crossroads of music, lifestyle, and sports — turning a fitness brand into a cultural platform that inspires action.
The Solution
Sleeq designed and produced the capsule “No Time For Chance” with Rilès at the creative helm. His artistic direction shaped the T-shirt’s visual identity — a bold bestial motif echoing his latest album Survival Mode. The piece became a symbol: offered to every new Fitness Park member, sold at a symbolic price to current members, and made available to the general public as a collector item.
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WHAT THEY SAY
"This collab proves that fitness brands can play in culture, not just in performance marketing."
Marketing Director, Fitness Park
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
Launch video featuring Rilès, distributed on TikTok & Instagram
15,000 limited-edition T-shirts, designed in collaboration with the artist
In-gym activations across 50 clubs nationwide
Music tie-in with Rilès’ album played in every Fitness Park location
Paid social campaigns amplifying the collaboration to new audiences
THE NUMBERS
Massive cultural reach & real-world conversions
+4M
Views generated
15K
Limited edition T-shirts sold
250
Clubs activated
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
Tech-savvy individuals.
“I signed up at Fitness Park the same day lol.”
@maxfittt – TikTok
“This is the content we need more of!”
@melvintraining – TikTok
“Whoever did this campaign deserves a raise.”
@clairecardio – TikTok
“Finally an ad that doesn’t feel like one 👏”
@julesprod – YouTube Shorts
Available globally.
“I signed up at Fitness Park the same day lol.”
@maxfittt – TikTok
“This is the content we need more of!”
@melvintraining – TikTok
“Whoever did this campaign deserves a raise.”
@clairecardio – TikTok
“Finally an ad that doesn’t feel like one 👏”
@julesprod – YouTube Shorts
Diverse age range.
“I signed up at Fitness Park the same day lol.”
@maxfittt – TikTok
“This is the content we need more of!”
@melvintraining – TikTok
“Whoever did this campaign deserves a raise.”
@clairecardio – TikTok
“Finally an ad that doesn’t feel like one 👏”
@julesprod – YouTube Shorts
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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