Jazzercise Taps Super Nice to Ride the Nostalgia Wave Back to Relevance

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Jazzercise Taps Super Nice to Ride the Nostalgia Wave Back to Relevance

The 57-year-old fitness brand wants to bring in the next generation while staying true to its core

The ‘80s called, and Jazzercise is making a comeback.

The global dance and fitness brand is heating up for a refresh with the help of Atlanta-based indie Super Nice, which it just named its new creative agency of record.

Super Nice co-founder Jared Kozel told ADWEEK the fitness brand reached out to the agency after seeing its work on other legacy accounts, including Delta and Norwegian Cruise Line. The conversations centered around ways to make Jazzercise appeal to the next generation.

Despite a crowded market dominated by major companies like Zumba, Peloton, and Equinox, as well as fitness influencers, Kozel believes that Jazzercise’s 57-year foundation, along with the name recognition, positions it to be more relevant than ever.

Christopher Cicchiello

Christopher Cicchiello is ADWEEK's agencies reporter. Previously, he was on the breaking news assignment desk at NBC News in Washington D.C., where he earned an Emmy nomination for his 2024 election coverage. His byline has appeared in NBC News, TODAY, Quincy News, The Times Union, and The Daily Orange.