Content That Changed the Conversation
The topical pain relief category had gone stale, stuck in clichés of silver-haired gardeners and creaky backs. The market had flatlined, and Deep Heat/Deep Freeze had lost cultural relevance. With a modest budget, we needed to reignite the brands and reconnect with a younger, active audience through content that mattered.
We found our opportunity in HYROX, the global functional fitness race series and made Deep Heat and Deep Freeze the Official Preparation and Recovery Partner. But a logo on the wall wouldn’t cut through. Instead, we turned the sponsorship into a content engine, capturing authentic stories from real athletes and creators who lived the grind of training, injury, and recovery.
In partnership with LADbible, we followed HYROX athletes and influencers as they trained and competed, showing Deep products in action and filling a content gap no one owned: preparation and recovery. We then scaled these stories across Meta and TikTok with precision targeting around gyms and fitness hubs nationwide.
The results? Over 10M views, 100K+ engagements, 50% VTR, and a surge in sales, +26% YOY for Deep Heat Roll-On. Proof that the best sponsorships don’t just create moments, they create content that moves culture and product.
