Weekly Newsletter - 1.08.2024

Kodiak's Olympic Strategy Highlights the Opportunity for Smaller Brands to Shine! 🧗

Author

NutriPower
August 01, 2024 • Estimated Reading Time: 4 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

VOW Nutrition, a young British company, has secured a sponsorship with Team GB for the 2024 Olympics. Their strategy? Aligning their brand ethos with Team GB's pursuit of excellence, creating a perfect partnership. CEO Simon Stevens emphasizes their hands-on involvement: "We're in the lab, in the gym, at the track"

Leveraging platforms like TikTok and Instagram Reels, VOW showcases the dedication and nutrition behind Olympic training. Olympic gold medalist Matt Richards, a VOW ambassador, shares his journey, highlighting the marginal gains achieved with VOW's support. This partnership isn't just about product placement; it's about offering a backstage pass to elite athletics, inspiring and educating audiences.

DIGIDAY

Kodiak's Climbing Strategy: Smaller brands like Kodiak are leveraging niche sports to gain Olympic exposure. By sponsoring USA Climbing and partnering with climber Natalia Grossman, Kodiak aims to tap into the growing popularity of rock climbing. This approach offers a cost-effective alternative to expensive Olympic partnerships, allowing brands to connect authentically with niche audiences.

🔎 Marketing Insights: Kodiak’s campaign focuses on protein snacks for nutrition-conscious climbers. With a 50/50 media budget split between linear TV and digital channels, they’re targeting top regional markets and leveraging influencers like Emily Harrington. The brand's partnership budget has surged by 66%, emphasizing their commitment to the climbing community.

ADM spotlights key active nutrition trends ahead of the Paris Summer Games. Highlights include the gut-muscle axis, rapid rehydration, and tastier plant-based performance products. Innovations in probiotics, electrolytes, and plant proteins are driving consumer interest, especially among recreational athletes and those adopting vegan lifestyles.

Mitch Gould's Nutritional Products International (NPI) is spearheading the U.S. protein supplements market, projected to hit $22.58 billion by 2032. How are they achieving this? With their cutting-edge "Evolution of Distribution" platform, NPI streamlines product launches and fast-tracks market entry. Why is this significant? Their deep industry expertise and robust support services uniquely position them to leverage the increasing health consciousness and demand for protein products. Is your brand ready to ride this wave of growth with NPI leading the charge?

Nutraceuticals World

Thorne has launched the "Find Your Way" campaign with Karlie Kloss, highlighting personalized health solutions. Kloss, a busy mom and entrepreneur, endorses Thorne's supplements for various life stages. The campaign, created by Buck, will feature videos and social media content to promote wellness and performance.