×
You will be redirected back to your article in seconds

Extending the King brand into fitness realm

Maestro brings royal touch to branding

Jamie King’s vision is embodied by some of pop music’s top-selling performers like Britney Spears and Madonna. As their tour director, he “pulls the levers (and) makes them look incredible,” King’s manager Daniel Sladek says.

But establishing the Jamie King brand apart from the stars he props up on tours posed a bigger challenge, even with a company as ubiquitous as Nike as his partner.

The King-Nike Rockstar Workout partnership began in 2004. When Nike approached King, he was working with Christina Aguilera, who was in the midst of a worldwide trek with Justin Timberlake.

The Nike Rockstar project grew to encompass clothing, accessories and workouts, as the company put King’s face and dance fitness on a global scale. “You couldn’t walk into a Nike store without seeing Jamie King,” says Sladek.

And yet despite his stature in the realm of traveling road-show extravaganzas, King does not have the same name identification as such exercise gurus as Jane Fonda, Jillian Michaels, Denise Austin, Cindy Crawford or Richard Simmons.

King’s “Rock Your Body” fitness DVD, released in 2007, has sold in excess of 100,000 units, according to its distributor Rodale Press, which also published the accompanying book. (Fonda’s fitness video debut eventually sold 17 million copies, which is a record.) The trade paperback version of the King workout sold only a fraction of that number, at 1,000 copies, according to Nielsen BookScan.

Nevertheless, as Nike’s global spokesman, King traveled from Prague to Taipei teaching dance workshops and filming online dance videos with step-by-step instructions. Five one-hour dance workouts choreographed by King were available at Crunch Fitness gyms across the U.S.

He even enlisted then-newcomer Rihanna to star in his hip-hop themed video set to her second single, “S.O.S.”

“I just loved the way she carried herself and I thought ‘what a great representation of woman, and a woman who just loves to dance and smile and be happy,’ ” says King of Rihanna in her “Pon de Replay” video.

“I wanted to create the coolest workout that I could imagine that was based around dance, and that’s really what started Rock Your Body,” he says.

King says developing the Rock Your Body workouts entailed a kind of tightrope balance.

“To make it hard enough for the dancers and to make it accessible enough for the non-dancers, that was a challenge,” he says.

After a few years, Nike began to taper off its involvement with dance fitness. Plans for continuing his Rock Your Body brand are on hold, given that his dance card is full with Rihanna and Britney Spears tours, not to mention a Michael Jackson-themed Cirque du Soleil road show.

“Right now there aren’t direct plans,” says King, “but I plan to come back around to that. Once a dancer always a dancer, I say.”

BILLION-DOLLAR TOUR DIRECTOR: JAMIE KING
King aims large without sacrificing intimacy | Playing Kingmaker in the manner of ‘Idol’ | Resurrecting Michael via Cirque Du Soleil | Channeling MTV devotion into a career | Extending the King brand into fitness realm

More Music

  • This combination photo shows, from left,

    Justin Bieber and Ariana Grande Address Coachella Lip-Synch Controversy

    When Justin Bieber joined Ariana Grande on stage at the Coachella Festival Sunday night to perform his hit “Sorry,” there was little doubt in anyone’s mind about whether it was completely live, especially after both made a point of mentioning that he’d showed up with no intention of performing and there’d been no rehearsal. Fans [...]

  • Lizzo Coachella Valley Music and Arts

    Lizzo Joins Cardi B and Jennifer Lopez in Stripper Film 'Hustlers'

    After the release of her third album and a pair of high-profile Coachella performances, Lizzo announced today that she will be joining Cardi B and Jennifer Lopez in the stripper-themed film “Hustlers.” Based on a true story, the film focuses on strippers who band together to turn the tables on their wealthy Wall Street male [...]

  • Cameron Crowe, David Crosby in Park

    Cameron Crowe on Putting 'the Most Colorful Life Ever,' David Crosby's, on Screen

    Cameron Crowe jokes that David Crosby is following his career path. The star’s frankness and tell-it-like-it-is demeanor has resulted in Rolling Stone magazine’s invitation to set up the Rock and Roll Hall of Famer’s next act as a rock Dear Abby of sorts with his new column: “Ask Croz.” “Isn’t that great?” says Crowe, the Oscar-winning [...]

  • Childish Gambino 'Pharos" AR App Launches

    Childish Gambino Releases 'Pharos' AR App for Android Phones

    Childish Gambino is taking his “Pharos” multimedia franchise to a new platform: Donald Glover’s alter ego released a “Pharos” augmented reality (AR) app for Android phones Wednesday morning, with an iOS version forthcoming at a later time. The app allows users to open up an AR portal in their living room (or where ever else [...]

  • Spotify logo is presented on a

    Spotify Sued by India’s Oldest Label, Will Remove Catalog From Platform

    Just weeks after Spotify launched in India without securing rights from Warner/Chappell Music Publishing, it is being sued by the country’s oldest record label, Saregama, and will remove that company’s 120,000-song catalog from its platform within 10 days, according to reports in Inc42 and Music Business Worldwide. The streaming giant had approached the label for [...]

  • DJ Mormile and Jeff Burroughs Def

    Def Jam Appoints DJ Mormile, Jeff Burroughs to Senior Posts

    Def Jam Recordings has appointed industry veterans DJ Mormile and Jeff Burroughs (pictured above, right and left, respectively) to senior executive roles in its Los Angeles and New York offices, respectively. The announcement was made today by label Chairman & CEO Paul Rosenberg. Mormile — the L.A.-based manager who counts producer Mike Will Made It and [...]

  • Mustard Signs With Sony/ATV Music Publishing

    Mustard Signs With Sony/ATV Music Publishing (EXCLUSIVE)

    Sony/ATV Music Publishing has signed Grammy-winning songwriter, artist and producer Mustard (formerly known as DJ Mustard) to a worldwide deal. The Los Angeles-based hitmaker has worked with artists including YG, Rihanna, 2 Chainz, Drake, Migos, Chris Brown, Nipsey Hussle, Big Sean and many others, and won Best R&B Song at this year’s Grammy Awards for [...]

More From Our Brands

Access exclusive content