Target hopes to get hearts racing for its C9 Champion active wear—quite literally. The Minneapolis-based retailer has teamed up with another hometown brand, Life Time Fitness, to launch a "C9 Challenge" group fitness class.
Life Time worked with Target's C9 Champion ambassador Adam Rosante, author of "The 30-Second Body: Eat Clean. Train Dirty. Live Hard," to develop the C9 class, which is designed to challenge nine core areas of the body in 39 minutes. That includes three fitness blocks focused on upper body, lower body, and core, followed by one-minute cardio bursts to drive up the heart and ensure a metabolic burn, Life Time describes.
The class will be offered exclusively at select Life Time clubs beginning in May.
Beyond the course name, C9 Champion will be integrated throughout Life Time, a spokesperson for the fitness chain says. That includes C9 Challenge instructors wearing apparel from the line, in-club videos and signs, and "surprise and delight" moments for those in the class, such as sneak peeks at new product, and even the occasional Target giveaway.
Life Time offers other branded workouts, but this is the first time the company has developed a class in partnership with a retailer.