Forget about bad consciences and expensive gym memberships. Steffi Graf proves in her new campaign that an active lifestyle can be relaxed, fun and most importantly – captured while you're shopping for fruit and vegetables on Tuesday.
Let's face it: we all have those "fast" leggings or sneakers in our closet that have seen more brunches in the city and cafes by the Ljubljanica than actual jogging tracks. But it's clearly time for a change. Last year, Arnold Schwarzenegger convinced us with the PARKSIDE brand that we can all become home repair masters (even if we only used a sledgehammer to assemble an Ikea cabinet). Now Lidl has a new, even more ambitious plan. They've called in the help of a woman who has won absolutely everything in tennis - the iconic Stefanie Graf. Her mission? To get us off the couch. With the CRIVIT brand. And no, she promises it won't hurt.
From sweat at Wimbledon to zen in your living room
Stefanie Graf is not here to stand over us with a whip while we do our hundredths “burpees”The lady who spent 377 weeks at the top of the world tennis rankings and holds the only true "Golden Slam" in tennis history has turned the tables.
After years of relentless competition, she discovered that the meaning of life lies not only in sweating and breaking records, but above all in balance, relaxation and that good feeling when you stretch well after a long day. That's why her philosophy, captured in the global campaign "Find Your Move", is so refreshingly normal. Her approach communicates that sport is not a punishment for that one too many pieces of pizza, but the sheer joy of life.
“You have to start where you feel good,” is her new motto. And considering that it's being urged by one of the greatest athletes of all time, it might be worth listening to her.
The Terminator sold us a flexibar, Steffi will give us a yoga mat
The trick Lidl pulled with Arnold was genius. The Terminator personally sold us tools and suddenly we all wanted to renovate our apartments. Now they want to create the exact same “aha” moment with the CRIVIT brand in the recreational sector.
The philosophy remains the same: to offer equipment that looks great and works even better, at prices that don't require credit. The idea is that while we go to get milk and freshly baked bread, we throw in the equipment for our new hobby.
What will we now "accidentally" buy on Tuesdays?
- Everything for outdoor adventures: Camping and hiking equipment that won't let you down when that classic Slovenian afternoon storm hits you in the middle of the hills.
- Cycling and running pieces: Clothes that will make you look professional, even if you're just riding your bike to the nearest ice cream shop.
- Fitness accessories: The prices are so affordable that the equipment won't burn a hole in your bank statement even if you realize after three days that Pilates might not be for you after all and the cushion will become a comfortable bed for your cat.
Sport that comes to you
The goal of the entire campaign is simple: they want to put sport where we are – in our nearest store and in our everyday lives. Without elitism, without complications.
So, dear readers, the excuses that “real” sportswear is too expensive or that you don’t have time to find the perfect gear are officially gone. The next time you go to Lidl to pick up snacks for movie night, you might come home with a new workout kit. Who knows, maybe the legendary German will actually convince you that those beautiful sportswear pieces are finally seeing some sun and asphalt this year, not just the inside of your favorite café.
