ZINE a n
O b s t a c l e
C o u r s e
R a c i n g
THE OFFICIAL MAGAZINE OF HARDKOUR PERFORMANCE ( O C R )
B r a n d ,
L i f e s t y l e ,
a n d
C o m m u n i t y
NOITISNART EHT :0000# EUSSIÂ | 7102 RETNIW / LLAF
THE TRANSITION FROM DEFINING WHO WE WERE TO UNVEILING OUR NEXT CHAPTER
IN THIS ISSUE
00: PRE-CURSOR 01: STRUGGLES 02: THE TRANSITION 03: RISK
WELCOME to our very first issue of HKzine.
Our purpose in diving into the digital magazine realm is to tie everything that Hardkour Performance has to offer into one medium. From an outside perspective that is unfamiliar with who we are or what we do, may get confused and ask what exactly is HKP especially with the different social media platforms. With the HKzine, we feel that it is the perfect channel to connect the dots of our training program, merchandise and involvement with the OCR and fitness community. From where we started to where we are planning on going, we needed a way to explain and express ourselves in such a way where there was no miscommunication. Anyway, we hope you enjoy this one. Til the next issue! JUSTIN NUCUM Founder
Pre-Cursor When Hardkour Performance initially launched our first marketing campaign, we did a spin off on Kanye West’s “I FEEL LIKE PABLO” movement and created “WE ARE HARDKOUR."
The ideology behind WE ARE HARDKOUR was to welcome athletes of different sports at all fitness levels.
The HKP team believes that our obstacle course race (OCR) training program can benefit any type of athlete since we emphasize on functional movements and proper technique. We can also tailor our programming to help benefit athletes in their respective sport.
THE STRUGGLE Six months later, the HKP team discovered that it was difficult to get new clients to try out a class since “the classes look too Hardkour,” or “I need to workout before I can attend a Hardkour class.” Many excuses have been said that we became tired of hearing them. People who are new to working out or those who are looking to start a healthier lifestyle are intimidated and hesitant to come try our classes. Those who already train at their respective gyms or who are already athletic have their own ways of training that they have developed a “ritual” or habit that it would be more difficult to reteach certain workouts and exercises. Our challenge is to test both sides of the spectrum, beginner and advanced, people’s athleticism and their training program by getting them to a Hardkour class and see how they hold up to our standards. No matter what your fitness level, our class will challenge you.
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ALL OTHER GYMS SUCK THE TRANSITION The intimidating reputation of Hardkour
A new set of logos and designs were
Performance is holding up to its name. So
created for this campaign. We will
we decided to ride the wave and live up to
be launching a new collection of
it. Our new campaign that we will be
lifestyle and performance pieces
launching this Fall 2017 will be:
that athletes can wear to and from
ALL OTHER GYMS SUCK
their workouts or while they train.
This was inspired by the Commissary and Bounty Hunter collaboration, All Other Stores Suck. Two stores and fashion brands that called out their competitors, in this particular case, other boutique stores. We put our spin to it and used a cursive font that mimicked a “Kill them with Kindness” look to portray that we are calling out athletes and other gyms to come try out our classes in friendly competition and NOT to degrade or mock others.
RISK The HKP team contemplated about launching this new campaign since it is so bold and risky; however, we believe that all the pieces are falling into place to finally launch this. This campaign puts even more pressure on us as a team to constantly be on our “A” game at all times and to hold a certain standard of our program, merchandise and reputation. With this campaign, there is no turning back from here. As mentioned before, this campaign is a HUGE risk on our end. It is a complete 180 degrees from our WE ARE HARDKOUR campaign of being the “nice guy” per sé to calling out elite athletes and other gyms especially as a new company coming into the industry; however, we do feel that we have what it takes to make a mark in this industry AND “we have to risk it to get the biscuit.”
"WE HAVE TO RISK IT TO GET THE BISCUIT."
Not only is this transition risky, it was the delivery of HOW to transition was another concern. With this in mind, we wanted to do something different from the competition and in a way bring it back to magazines, publications and physical prints, in which we came up with the HKzine. This is our first issue and will continue to release more to recap each quarter with highlights from our classes, events, merchandise releases, new partnerships we made with other companies and sponsorships that other companies have been kind enough to help HKP become what it is today.
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THANK YOU We would like to thank all of our followers for taking the time to read into our first issue of the HKzine. We hope this helps you get a better understanding of who we are, what we represent, and what we aim to do as a company and as a brand. Our mission with this medium is to be able to give a more detailed explanation of our ideologies and inspirations that ends up on our other social media platforms and finished products. We value your feedback! Let us know what you loved or hated about this issue, what you like to see and read more about or any other random thoughts you may have. Email: firstname.lastname@example.org Much love, The HKteam
FALL / WINTER 2017 ISSUE #0000: "THE TRANSITION" HKzine is an independent publication by Hardkour Performance, LLC.
Published on Sep 30, 2017
Hardkour Performance presents it's very own official magazine, HKzine! In this issue, we take a quick reflection from defining who we were t...