The Challenge
With thousands of athletes competing and even more watching online, Myprotein needed real-time content that captured the intensity of race day while resonating with both elite competitors and the growing fitness community. The window to own the conversation was just 48 hours.
Our Strategy
We focused on authentic storytelling that showcased the athletes, the atmosphere, and Myprotein's presence at the heart of it all. Every piece of content was optimized for platform performance and timed to capture peak engagement as the event unfolded. Raw, behind-the-scenes access met strategic distribution across TikTok and Instagram to maximize reach and cultural relevance.
The Results
By being on the ground and moving at the speed of culture, we helped Myprotein own one of the biggest moments in functional fitness turning a sponsorship into genuine cultural connection.
