The legendary athlete joins forces with Ergatta in campaign to reimagine at-home fitness
Ergatta, the creator of the first connected rowing machine powered by game-based content, announced today a partnership with all-star athlete and activist, Colin Kaepernick. Kaepernick, an adviser to the brand since 2020, takes center stage in their first national advertising campaign, which will air on major broadcast networks and streaming platforms. Together Ergatta and Kaepernick tell the story of the new game-based approach to fitness that empowers people to achieve personal fitness goals by unlocking their competitive drive.
An elite, professional athlete who trains 6 days a week, Kaepernick is known for his courage to challenge the status quo. His partnership with Ergatta brings an added level of fitness expertise to their platform as they seek to disrupt at-home fitness. Beginning today, Ergatta members will have exclusive access to the three-month Kaepernick-inspired training program on their rowers.
“I was totally drawn to the Ergatta team as an investor, advisor, and brand partner because they’re innovators,” Kaepernick said. “They were challenging the model group of fitness classes with games and competitions – something that really resonated with me. I receive my Ergatta in early 2020 and then I was hooked. Placing the thrill of competition at the forefront of my workout helped me keep engaged and consistently coming back for more. I wouldn’t have gotten through the pandemic without it.”
“Colin is the dream partner for Ergatta,” remarked Ergatta CEO Tom Aulet. “He is a changemaker who has a way of seeing the future before everyone else does. Coupled with his elite athleticism and passion for fitness, we knew there was a natural alignment. We are thrilled to now have him bring our program to life and introduce game-based fitness to millions of people across the country.”
In the campaign, viewers see Kaepernick drawn to the Ergatta rower. As water emerges, he is pulled into an immersive state of competition, racing against other Ergatta members in a digital arena. The campaign creation was led by Ergatta’s, ACP VP of marketing, Randi Charles, creative directors Sam Wilkes and Andrew Levy of PDA, directed by Alex Takacs and produced by Can Do films. The 30-second Spot Will air on national linear and streaming TV and outdoor campaign extensions will be placed in New York, Los Angeles, and Denver.
Today also marks the launch of Ergattas’s multifaceted partnership with Know Your Rights Camp, Kaepernick’s community-based foundation. Her gotta & KYRC are both purpose-driven organizations that have teamed up to further their missions. Know Your Rights Camps work to advance the well-being of black and brown communities through education, self-empowerment, and the creation of new systems that elevate the next generation of change leaders. Know your rights Camp curriculum is designed around a 10-point philosophy, including the “right to be healthy.” Ergatta’s mission – to bring the power of daily fitness within reach – is closely aligned with this philosophy and underpins the partnership between the two organizations. To extend their commitment to this shared cause, Ergatta will donate 100 of its connected rowers to community facilities within KYRC’sseven partner cities and will create and donate seven limited-edition rowers featuring Kaepernick’s likeness to the first camps of 2022. the Ergatta community will also be able to support this partnership in two ways: a donation to KYRC will be made for every rower sold between December 1st to February 1st and an additional donation will be made for every member who completes the Kaepernick-inspired program by February 1st.
Brooklyn-based Ergatta was founded in 2019. The brand’s flagship product, the Ergatta Rower pairs their motivational, game-based content with a hand-crafted rowing machine that is built from sustainably sourced cherrywood in Rhode Island and designed to fit into members’ living rooms. The company adds new competitive workouts to its platform each week and regularly releases additional gaming experiences and modes of competition.