Zumba, the Latin Dance exercise that’s been sweeping the nation, transitioned from selling its product through infomercials into a $500-million phenomenon that now releases colourful, slightly ridiculous, MTV-ready music videos.
Its marketing budget increased from $2 million to more than $50 million in the last six years, a Zumba spokesperson told BI. There’s everything from video game integration to cross promotional deodorant deals to a successful clothing line.
This music video with Latin pop star Don Omar shows the company’s next step into the entertainment industry.
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