Getting Fit at the Mall

You can probably count on the fact that “get fit” or “exercise more” feature prominently on those nagging, guilt-ridden lists of resolutions shoppers are still trying to stick to. It’s a fantastic goal, but New Year’s resolutions are notoriously hard to keep, so why not give your shoppers a little boost?

Westfield London arranged a great sponsorship opportunity this week. Adidas is hosting My 2010, a three-day fitness event at the shopping center. Three interactive zones (“My Body”, “My Health & Beauty”, and “My Style”) encourage shoppers to get off their couches and be active. And Adidas shows off its newest fitness fashions on “My 2010 live stage.” Most of the workshops seem to involve beauty tips or ideas for getting fit while looking like you stepped out of a magazine, but it’s a start.

Meanwhile, Blue Ridge Mall held its second Be Active Day for kids last week. Children’s health and fitness groups were on hand to help kids get in the habit of being healthy and active. The event is all about making fitness fun for children, with jumping game, hula hoops, limbo and more.

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