The iconic actor and fitness legend Jane Fonda is redefining at-home cardio, blending her retro workout charm with the cutting-edge technology of virtual reality.
Fonda, who ruled the home fitness scene in the 1980s with her famous VHS workout tapes, has teamed up with Meta to revolutionize modern fitness.
In Meta’s latest campaign for its VR fitness platform, Supernatural, Fonda’s legacy is reimagined for today’s tech-savvy generation, proving that cardio doesn’t have to be a boring chore.
The campaign, developed by New York City-based agency Mythology and directed by Jonathan Dayton and Valerie Faris, transitions viewers from the VHS era of sweatbands and spandex to immersive VR fitness experiences.
At its heart is a four-part workout series featuring Fonda herself. The workouts—a mix of boxing, flow, and stretching—use Supernatural’s immersive VR technology and will be available starting December 25 on Meta Quest headsets.
For many, including myself, cardio often feels like a chore
Sapna Champaneria Kirk
The campaign kicks off with a playful nod to the 1980s, recreating the aesthetics of Fonda’s original fitness infomercials.
Grainy scan lines, neon aerobics studios, and New Order’s “Blue Monday” as the soundtrack set the nostalgic tone.
The ad features a cast clad in sweatbands and mullets, performing aerobic moves under Fonda’s guidance, all while wearing Meta Quest headsets to highlight the modern VR twist.
With Jane Fonda, we’re demonstrating that movement can be enjoyable and engaging.
Sapna Champaneria Kirk
The ad then transitions to breathtaking VR environments where users smash glowing targets on icy glaciers, dodge obstacles in lush jungles, and box their way through tropical paradises.
These vibrant, futuristic visuals emphasize the campaign’s core message: cardio can be exciting, dynamic, and far from dull.
Beyond the VR workout series, the campaign features additional elements to celebrate Fonda’s legacy.
A limited-edition retro apparel line includes leg warmers, sweatbands, and other 80s-inspired fitness gear.
In January, an experiential event in Los Angeles will recreate a retro workout studio atmosphere, featuring live VR workouts led by Supernatural coaches.
The workout series itself is a nostalgic yet innovative experience, blending classic 80s playlists featuring artists like Madonna and Olivia Newton-John with the immersive nature of VR.
Highlights include a boxing session co-hosted by rapper Ludacris and a serene stretching session set in picturesque locations such as Korea’s Gungnamji Pond.
“From the very beginning, Jane Fonda was at the top of our list,” said Kim Haxton, creative director at Mythology. “She’s the ultimate fitness icon, and we couldn’t imagine bringing this concept to life without her.”
This collaboration between Meta and Fonda comes at a crucial moment for VR fitness platforms, which are working to move beyond their reputation as gaming tools.
Supernatural aims to position itself as a revolutionary player in the fitness world, offering a fresh, engaging alternative for the post-holiday fitness boom.