MUSCLE MILK
OWN YOUR STRENGTH 2.0
Strength has more than one arena.
THE OPPORTUNITY
TAKE A PROVEN IDEA FURTHER
After the success of the first Own Your Strength campaign, Muscle Milk returned for a second season with an opportunity to expand the platform beyond women's basketball.
Year 2 brought together WNBA and MLS athletes, giving us new training environments, new stories and new ways to explore what strength looks like across different sports.
THE IDEA
SAME PLATFORM. NEW PERSPECTIVES.
Rather than reinvent Own Your Strength, we expanded its world.
Featuring Natalie Achonwa, Jesús Ferreira and Gyasi Zardes, the second season brought the same combination of performance training and personal storytelling into basketball and soccer.
Each athlete offered a different perspective on the physical and mental strength behind performance, while the shared format kept the campaign connected across sports.
THE FINISHED WORK
THE REACH
Built to travel across platforms
The second season extended across digital and social, adapting the athlete stories for the platforms and audiences surrounding each sport.