New Year’s resolutions often include weight-loss and/or new fitness regimes after a December of excesses. So activewear retailer Fabletics is kicking off 2024 with a major UK marketing drive in the form of a  21-day fitness challenge in conjunction with TikTok and Instagram.

The #Fabletics21 campaign aims “to motivate participants to achieve their New Year’s resolutions and introduce new routines into everyday life”. It also includes new collections to accompany the challenges.

The three-week programme includes new courses from well-known trainers and influencers published daily on Fabletics’ social media channels. 

“As part of the… campaign, we will provide theoretical background knowledge for a healthier, more active lifestyle, but also offer practical workouts and online courses with which you can build your new fitness routine,” said Mark Ralea, Fabletics’ General Manager for Europe.

“The… Challenge is not only aimed at our VIP members, but everyone who wants to make their lifestyle healthier is warmly invited to take part in our challenge for free.”

For the active part, intensive fitness workouts are offered for at-home routines, as well as low impact training formats such as yoga and Pilates. It also includes running courses and walking suggestions.

Meditation and healthy recipes round out the range of topics offered by the challenge. 

Alongside the campaign, the new collections are “perfectly tailored to the respective activities”. These include high compression outfits for more intense workouts, yoga sets “that gently hug the body”, and relaxed lounge styles “for post workout wind-downs on the sofa”.