XTERRA Fitness

Campaign Concept | Graphic Design

I created a spec experiential campaign for XTERRA Fitness to show support for Black Lives Matter in 2019.

Over the years, the Gadsden Flag (also known as the “Don’t Tread on Me” flag) had become a symbol of the alt-right. The snake depicted on it is a Timber Rattlesnake.

I customized XTERRA’s TR200 with a Timber Rattlesnake-print walking belt, allowing potential customers to “Tread on This” while trying out the latest model of the classic treadmill at gyms and fitness retailers across the US. Users were encouraged to share selfies of themselves on the treadmills with the hashtag #TreadOnThis for a chance to win one of the treadmills for themselves.

To demonstrate their sincere support for the cause, XTERRA Fitness donated $1 to the ACLU (American Civil Liberties Union) for every mile logged on the treadmills during Black History Month.