Muscle Flex promotes new sportswear line with online advertising

Apparel maker Muscle Flex Inc. is gearing up to launch an online marketing campaign for its new Muscle Flex VATA Brasil Sports and Active Wear Collection in January 2010. The campaign includes search, display, database, affiliate marketing and a new e-commerce site.

The campaign will target women ages 25 to 55, and the search and display buy will be geared to this demographic in an audience-based buy. Muscle Flex is buying search terms associated with female fitness such as "female fitness," "workout apparel," "yoga apparel," "women's active wear," "Brazilian sportswear" and "girl's fitness."

In addition, Muscle Flex will be capturing data on its recently launched e-commerce site. The data will then be used to inform online media buys. Muscle Flex will also be developing a loyalty program on its site to send e-mails to repeat customers.

Representatives for Muscle Flex could not be reached for comment by press time.

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