Optimum Nutrition Channel More

Client: Optimum Nutrition

Sports performance marketing is homogenous with the majority of fitness marketing content not representative or inclusive. 

Leading protein brand Optimum Nutrition wanted to change the narrative by demonstrating how there’s potential to be unlocked in ALL of us with the right training and nutrition. 

Paralympian Alice Tai MBE partnered with Optimum Nutrition to spearhead Channel More - a gruelling English Channel swim relay and campaign rooted inclusivity, with applications open to EVERYONE.

The inspiring story of Optimum Nutrition's inclusive Channel More team was told through an earned media and social PR campaign with inspiring human interest stories at the heart, from sign up, to training and the triumph of swimming the channel generating positive messaging of Optimum Nutrition’s ‘powering potential’.

Achieving 709 pieces of coverage, 100% positive sentiment and a reach of 914million, the campaign saw Optimum Nutrition become the most visible and inclusive protein brand in earned media and change the narrative of fitness performance on social feeds.