Client: Deep Heat
Deep Heat faced a stagnant market dominated by aging consumers and clichéd branding. To rejuvenate the brand, it targeted the injury-prone, high-intensity CrossFit community, relaunching as the official preparation and recovery partner for Hyrox athletes. The campaign focused on education around workout prep and recovery, an overlooked content gap. The brand partnered with real athletes and influencers to create authentic, user-generated content. , Deep Heat positioned itself as an essential tool for active bodies, successfully shifting perception from outdated remedy to performance, enhancing must-have for the next generation.
