Vita Coco needed to shift from a casual drink to a credible sports beverage within the fitness community.
Transforming NYC's Domino Park with fitness-driven activations, including elite trainers, recovery stations, and fun challenges.
Design an urban wellness experience that felt both inclusive and aspirational: engaging elite trainers and athletes while remaining open and fun for everyday New Yorkers.
Jungle Themed Decor
Post-Workout Ice Baths
Celebrity Trainers
Workout Classes
Recovery Massages
Hyperice Technology
Vita Coco broke free of its “beach drink” perception by embedding itself into NYC’s training and recovery rituals, meeting guests at the intersection of wellness and performance. Competitive challenges, photogenic design, and elite trainers drove cultural cut-through, while recovery experiences proved the brand’s functional value; delivering an urban wellness moment that felt fresh, competitive, and unforgettable.
Landmark Venue
Recovery Smoothie Bar
Dead Hang Contest
Coconut Pull-Down
Hydration Hub
Product Trial
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