Extreme Concludes Offline Activity Event...Delivering "Real Experience," Not Just Products

Sports nutrition brand Extreme has moved away from conventional health functional food marketing that focuses on product features, and is pursuing differentiation by introducing an offline activity event that puts "real experience" at the forefront.

Extreme announced that on the 18th it held a participatory offline program called "Cops and Robbers" at Khan Studio in Seongbuk-gu, Seoul, and successfully wrapped up the event. In this event, celebrities took on the role of "cops" and ordinary participants played the role of "robbers," running and chasing each other in person. A total prize pool of 10 million won was at stake, heightening the tension on site.

The event featured a diverse lineup of celebrities, including Kim Minkyung, Lisenne, Minam Jaehyung, Reddy, Yoon B, Nada, Kim Mina, Lee Geunho, and Baek Jihoon. Participants did not just watch; they immersed themselves in the program by devising their own strategies and moving their bodies. According to the company, some general participants responded that "it felt more like experiencing a piece of content than attending a brand event."

Industry watchers say it is rare in the health functional food sector to put a large-scale offline activity front and center. While marketing in the industry has traditionally revolved around product functionality and price benefits, Extreme is said to be attempting differentiation by positioning the "experience" itself as the core brand message.

Extreme stated that it aims to evolve beyond merely being a brand that sells health functional foods, and instead expand into a brand that brings "movement" and "energy" into consumers' daily lives. The idea is not just to help replenish vitality through products, but also to provide experiences that awaken real-world physical activity.

This event was linked to the company’s own promotional campaign "Ikjeol," designed to drive both marketing and sales at the same time. The company explained that it has connected the brand experience built offline to a major promotion that will run for five days from the 23rd to the 27th.

The "Ikjeol" promotion offers a variety of benefits, including discounts of up to 88%, random boxes, one free coffee gifticon for new members, complimentary gifts by purchase amount tier, a top-spender event, and coupon packs.

Extreme is a sports nutrition brand offering products such as arginine, black maca, and All-in-One for Men (multivitamins), with singer Kim Jongkook serving as the brand model for the fourth consecutive year. The brand is also working to spread a healthy lifestyle by sponsoring a wide range of partners, including the Korea Association for the Disabled, runner Sim Jinseok, bodybuilder Woo Hyeongjae, beach volleyball player Shin Jieun, and climbing athlete Seong Hanareum.

This content was produced with the assistance of AI translation services.