MUSCLE MILK
OWN YOUR STRENGTH
Two Years. Six Athletes. One idea built to grow.
A multi-year branded content platform exploring the physical, mental, emotional and spiritual strength behind elite athletes, told through real training and personal stories.
Connect with the forever athlete.
Muscle Milk wanted to strengthen its connection with the “Forever Athlete,” people who continue to train, compete and push themselves regardless of where they are in their athletic journey.
The opportunity was to move beyond traditional product messaging and create something grounded in the mindset, discipline and experiences of real athletes.
THE OPPORTUNITY
Strength is more than physical.
Own Your Strength was built around a broader definition of strength: physical, mental, emotional and spiritual.
The series paired elite athletes with sports performance coach Randy Duck for training sessions and personal conversations, giving each athlete a chance to share what strength means to them and what it takes to perform at the highest level.
THE IDEA
Two years. One revolving platform
Own Your Strength launched with three WNBA athletes before expanding in its second year with new talent and a broader sports footprint.
THE CAMPAIGN
CHARLI COLLIER · DANIELLE ROBINSON · LEXIE HULL
OWN YOUR STRENGTH - WNBA SERIES
What does it really mean to own your strength?
Three WNBA athletes share their perspectives on the physical, mental and emotional strength behind competing at the highest level, told through training, conversation and their own experiences.
GYASI ZARDES · JESUS FERREIRA · NATALIE ACHOWNA
OWN YOUR STRENGTH 2.0 - MLS x WNBA
How do you grow an idea without losing what made it work?
Own Your Strength expanded into basketball and soccer, bringing together three new athletes to explore how training, mindset and personal experience shape their individual definitions of strength.
11.46M
Total Impressions
113%
Delivery Goal
$1.28M+
Added Value Impressions
$38.4K
Added Value
THE IMPACT
Strong results built momentum.
The first year of Own Your Strength exceeded its branded content goal and generated added value across the broader partnership.
2023 CAMPAIGN RESULTS
THE WORK IN MARKET
Built to travel.
Own Your Strength extended beyond the hero films, with athlete stories adapted into multiple lengths and distributed across social and digital platforms to reach audiences wherever they were consuming sports content.
15 · :30 · :60 - CONTENT LENGTHS
INDUSTRY RECOGNITION
Award-winning storytelling
Own Your Strength was recognized by the industry for it’s creative execution and impact on sports marketing.
MY ROLE
From idea to production.
Creative Direction
Concept Development
Script
Production
Set Direction