Norfolk gym equipment firm’s role in Nike ad campaign
PUBLISHED: 15:08 18 February 2018 | UPDATED: 09:24 19 February 2018
A Norfolk gym equipment firm has played a part in a big-budget advertising campaign launched by sports giant Nike.
Manufacturer Xorbars, based at Great Hockham near Thetford, was called in at short notice by the agency filming the ad, entitled Nothing Beats a Londoner.
The advert shows sports stars alongside young wannabes from schools and clubs, showing the struggles they are going through to make it as a professional.
The scene featuring Xorbars equipment shows footballer Adebayo Akinfenwa facing down a muscle-bound child twice his size.
Managing director James Scott, who founded Xorbars in 2015, said the agency approached Xorbars in November, just five days before the advert was shot.
“We have been waiting three months to see if our outdoor gym would make the final cut in the advert,” he said.
Xorbars now installs around 100 outdoor gyms a year throughout the UK.
Mr Scott said: “The production company for the advert contact us in November. They had one section of the advert which required and calisthenics equipment and they were doing the actual shoot in five days from the phone call.
“The problem was that the posts for our equipment is designed to go three feet into the ground.
“So after discussions with the design team in Holland, we advised them to take our Warrior Gym and then build a frame around the bottom instead to hold it in place. The frame was then removed in post-production editing.”
Mr Scott said he founded Xorbars to cater to customers like himself, who wanted a way to keep fit outdoors at home, but that increasingly it was families who were choosing to have them installed.
He began selling the bars on the online marketplace eBay before founding the company after discovering the demand.
“Not only can the kids use it but so can adults like me: people into fitness. I have termed this market ‘family fitness’ which I think is something emerging as we spend much more time with our children,” he added.
The ad was by creative agency Wieden+Kennedy London and directed by Megaforce.