Pro Motion's Experiential Marketing News

Fathom Communications Teams with Pro Motion for Gatorade Mobile Tour

Creates Mobile Locker Room to Stress Importance of Proper Hydration for High School Athletes Across the U.S.

ST. LOUIS (April 7, 2010)— Where do you turn when you need a high-tech mobile locker room more than half the length of a NBA basketball court and a lively, enthusiastic staff to make it come to life? To St. Louis-based experiential marketing firm Pro Motion Inc., according to Fathom Communications. The New York firm recently was tapped by Gatorade to unveil its new G-Series line of high-performance hydration beverages to high school athletes throughout the U.S., and Fathom in turn enlisted Pro Motion for on-the-ground production and implementation.

The results – a 53’ double expandable trailer fashioned into a fully functional mobile locker room – recently wowed hundreds of athletes at St. Louis’ Kirkwood High School and will be traveling to high schools in eight additional cities around the country over the next few months. Pro Motion managed the production and ongoing staffing of the G-Series Locker Room with the goal of giving high school athletes a glimpse into the life – and healthy nutritional habits – of high-performing elite athletes.

The mobile locker room features 20 large lockers, a 63” smart board for “chalk talks,” two Fluid Loss Testing stations to underscore the importance of proper hydration, and blogging stations, as well as six monitors with DirecTV and X-Box 360. Additionally, locker room guests can enjoy three “Legend Lockers” featuring autographed memorabilia from select Gatorade Athletes, including Peyton Manning, Derek Jeter, and Dwayne Wade. At each location, elite athletes meet with students to share insights in proper hydration and motivational pep talks. At Kirkwood High School in St. Louis, St. Louis Rams Defensive End Chris Long shared his advice on nutrition and hydration.

Pro Motion Brand Ambassadors are on hand at each event to educate the student athletes on proper hydration during a workout or game, administer Fluid Loss tests, loan athletes
G-Series practice attire and provide athletes with G-Series products as needed throughout their workouts. “We help our clients succeed by taking their vision and making it jump off the page and come to life,” said Steve Randazzo, president of Pro Motion. “We want everyone we meet at these events to become raving fans of Gatorade’s product or service, and the G-Series Locker Room provides needed information on hydration to high school athletes in a fun way they’ll never forget.”

The G-Series Locker Room will travel to nine cities across the U.S. in March and April of 2010, including: Tallahassee, Fla., Baltimore, Md., and Chicago. For more information about G-Series or the Locker Room, visit www.gatorade.com.  

Pro Motion and Fathom Communications have partnered together on several client programs since 2003, including Sony Ericsson, Hasbro, LG, Washington Mutual Inc. (WaMu) and now Gatorade. “Our two teams work well together and have produced great work for several clients,” said Randazzo.  

Pro Motion is an award winning nationally recognized integrated marketing leader that focuses on building relationships to grow brands.  We specialize in the areas of experiential marketing, digital marketing, social media, strategy, creative and public relations.

Clients say we have measurably better ROI and activation and we GUARANTEE it!  We believe participation builds relationships, relationships drive results and results are all that matter! For more information follow Pro Motion on Facebook or Twitter.