Milo and the Bull Awards HYROX Competitors Who Don’t Take Off Their Tops

Gym brand Milo and The Bull has established its partnership with fitness competition HYROX through a cheeky campaign from 10 Days creative agency. The popular event drew in the crowds this past weekend, with 12,000 participants in London and close to 200,000 worldwide.

Opting for an unconventional approach to the affiliation announcement, the campaign pokes fun at showy HYROX competitors who whip off their tops during the tournament by releasing sassy merch for those who refrain from doing so. T-shirts, backpack badges, and even trophies bearing the triumphant slogan, ‘I DID HYROX WITHOUT TAKING MY TOP OFF’, will be exclusively awarded to Milo and the Bull members who didn’t flash their naked torsos at last weekend’s event.

Lighthearted in tone while sincere in message, the campaign responds to men’s reputation for removing clothing during HYROX (and in gyms in general), and the way it can make others around them feel uncomfortable. Aligning with Milo and the Bull’s shirt-on policy – one of the ways the gym creates safe, welcoming workout spaces for all – it assures its patrons that the partnership does not bring a change of ethos with it. It all plays into the gym’s ‘Real Strength’ brand platform, which decentres Instagram gratification, beauty parades, and inflated egos.

Jolyon White, founder and creative director at 10 Days London, “We wanted to come up with an idea that poked fun at showy people without alienating them. So we needed the end result to still allow those people who do take their tops off to be in on the joke.”

Julia Heward, CMO at Milo and The Bull, “Working with 10 Days was an absolute delight! They didn't just help us meet our objectives; they made the whole process fun, surprising, and exciting in the best way possible. Their unique approach brought fresh energy to our project, making every step engaging. Highly recommend!”