Today at “Muscle Beach” in Venice, Calif., Netflix and Lyft joined forces for a promotional campaign in support of the streaming media site’s (really excellent) dramatization of the origin story for the women’s wrestling league — GLOW (or the Gorgeous Ladies of Wrestling).
Your intrepid reporter was taking a walk on the beach and stumbled upon the marketing stunt (which was kind of genius).
For those of y’all who don’t know, Muscle Beach is sort of a mecca for weight lifters and body builders — including, back in the 80s, a young Ah-nold Schwarzenegger. A history that made it an ideal spot to celebrate Netflix’s (pretty terrific) ode to all things new wave-d, hair metal-ed, neon accented, high waisted, cocaine addled and muscle bound.
Members of the cast posed for pictures, and wrestlers engaged in training sessions and eighties themed exercise classes throughout the day.
The activation will be up for the next week and included a Reebok pop up with limited edition 80s styles; a photo booth and costumes for pictures; free copies of Paper Magazine and trading cards emblazoned with the pictures of each of the most popular characters from the show.
The day wasn’t without incident. Some muscle beach goers got into a war of words with security over the event’s unannounced takeover of the basketball courts adjacent to the “beach”.