Optimum Nutrition's new campaign aims to inspire consumers to fuel their New Year's resolutions and ‘Unlock More in '24’
Optimum Nutrition, the world’s #1 sports nutrition brand (1) is motivating fitness enthusiasts and wellness seekers alike to unlock their full potential in 2024. In the recently launched campaign, 'Unlock More in '24', some of Optimum Nutrition's renowned athlete partners share a behind-the-scenes look at how they achieve their goals with support from the world’s best-selling (1) protein powder Gold Standard 100% Whey.
To fuel resolution goals and emphasise the crucial role of protein in achieving these milestones, the brand launched the #MuscleMics education series featuring elite athlete partners, including football superstar Rob Gronkowski, model Camille Kostek, ballet phenomenon Misty Copeland and soccer star Sydney Leroux. With New Year’s resolutions underway, the series aims to support individuals on their health and wellness journey with athletes and influencer partners who have "mic'd up" their muscles to reach their goals. This series provides consumers with insights into their training routines, motivation and how they achieve their goals with the support of Gold Standard 100% Whey.
Starting January 2, fans are invited to join the #MuscleMics and #UnlockMorein24 conversation on Instagram (@OptimumNutrition) and TikTok (@OptimumNutrition_US) to share their fitness journeys, plans to stay active and explore the benefits of fueling their muscles in the New Year.
"At the start of the year, many embark on new wellness and fitness journeys, but often face challenges in reaching their goals,” said Optimum Nutrition Brand Director Jim Hogan. “In the #MuscleMics education series, our partners show how unlocking one’s fitness potential could be as simple as the right amount of protein intake – which people may be overlooking. We’re on a mission to educate how and why individuals need protein to meet their fitness goals.”
The 'Unlock More in '24' campaign builds on the brand’s global communications platform launched last year – 'There's more of you in you' – bringing to life the idea that we all have more inside us, and Optimum Nutrition supports motivated athletes and fitness enthusiasts as they work to unlock their potential.
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References
(1) Source: Euromonitor International Limited; Consumer Health 2023 edition, Sports Protein Powder category, % retail value share, 2022 data.