Target was looking for ways to get its exclusive-for-Target sportswear collection, C9 Champion, into the minds and shopping carts of consumers during the 2015 athleisure explosion. The idea was to take C9 Champion to where Target guests were working out and let them put it to the test. The result was the C9 Challenge: a fun, high-energy group class available exclusively at Life Time throughout the country. Blind Society worked alongside both Target and Life Time to creatively tell the C9 Challenge story in a way that would resonate perfectly