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To celebrate the opening of the new 2XU flagship store, we helped 2XU hold a ‘plank challenge’ that would excite Hong Kong fitness fans and encourage them to visit. The contest challenged people to come hold the forearm plank position for as long as they could in exchange for 2XU store credit to spend on their favourite products – the longer they held the forearm plank, the more store credit they could win. To ensure participants held the plank position safely, we partnered with trainers from athletic strength and conditioning facility Pinnacle Performance to supervise. In the span of one weekend, we attracted over 260 participants including nearly 40 media and KOLs, generating social coverage and creating a storeside buzz as passersby stopped to watch the competition.