On October 18, sports nutrition brand Extreme successfully hosted an offline event titled 'Cops and Robbers' at Khan Studio in Seongbuk-gu, Seoul.
The event featured celebrities playing the role of 'cops' and the general public as 'robbers' in an interactive program with a total prize of 10 million won, adding to the excitement and tension of the event.
Celebrities like Kim Min-kyung, Risenn, Minam Jae-hyung, Ready, Yun B, Nada, Kim Min-a, Lee Geun-ho, and Baek Ji-hoon participated, energizing the atmosphere. Participants were not mere spectators; they actively engaged by running and strategizing, with some commenting, "It was a time to laugh and use my body after a long time," and "It felt more like experiencing content than a brand event."
Such large-scale offline activities are rare in the health supplement industry, which typically focuses on product functionality and price benefits. Extreme differentiates itself by setting 'experience' as its brand message.
Extreme aims to expand beyond being a mere health supplement brand to one that injects 'movement' and 'energy' into consumers' daily lives. Their strategy is to offer experiences that awaken actual physical activity, a novel approach in the industry.
The offline event was strategically linked with their commerce promotion 'Ikjeol,' integrating marketing and sales. Rather than a one-off event, it connects to a major promotion running from February 23 to 27.
Extreme offers products like Arginine, Black Maca, and All-in-One for Men (multivitamins). Singer Kim Jong-kook has been the brand model for four consecutive years, and the brand has won 12 awards in the vitality category in Korea.
Additionally, Extreme supports a healthy lifestyle through sponsorships with the Korean Disabled Association, runner Shim Jin-seok, bodybuilder Woo Hyung-jae, beach volleyball player Shin Ji-eun, and climber Sung Han-arum.
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