Diamond Fight Night

With strong strategic thinking we were able to transform the Life Time Athletic Diamond Fight Night into an exclusive event and upscale night out. What started out as a simple assignment ended up being a complete rebrand. We grew from having our Fight Night in one location to five, and are holding our national championship in Las Vegas. We’ve even added a new Knockout After Party to keep fans entertained throughout the night. At past events in Dallas, TX; Syosset, NY; and Minneapolis, MN, Life Time achieved record attendance numbers while turning Diamond Fight Night into a new member favorite. Creative Director – Copywriter: Adam Reynolds; Designer: Mike Hagan; Video Director: Juan Antonio del Rosario; Photographer: Kelly Loverud