A launch with activation 360º for this gym in Belém. The entire process included a pre-register campaign (reaching the goal before the actual launch), on and off-line media, besides the launch event itself. For the latter, Pelé himself came to town for an event for 700 guests, attended by press, members and exclusive guests. The launch generated a press conference to introduce the gym, creating spontaneous and free media exposure, fundamental for strengthening the brand.