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 ’80s-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.”
The second season of “GLOW” dropped today on Netflix.