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PMG Powers Integrated Media Strategy to Drive Hyperice’s Global Growth

3 MINUTE READ | September 14, 2021

PMG Powers Integrated Media Strategy to Drive Hyperice’s Global Growth

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Abby Long

Abby is PMG’s senior managing editor, where she leads the company’s editorial program and manages the PMG Blog and Insights Hub. As a writer, editor, and marketing communications strategist with nearly a decade of experience, Abby's work in showcasing PMG’s unique expertise through POVs, research reports, and thought leadership regularly informs business strategy and media investments for some of the most iconic brands in the world. Named among the AAF Dallas 32 Under 32, her expertise in advertising, media strategy, and consumer trends has been featured in Ad Age, Business Insider, and Digiday.

Throughout the past ten years, Hyperice has pushed the boundaries of innovation to better serve athletes everywhere, emerging as a leader in recovery technology for high-performance athletes and penning exclusive partnerships with leagues, teams, and federations around the world. Today, its products are used along sidelines and in locker rooms by some of the world’s most decorated and influential athletes, including Naomi Osaka, Patrick Mahomes, and Erling Haaland, to name a few. 

As the company enters its next stage of global expansion and growth following the acquisition of mental wellness company Core — its third acquisition in the last 18 months — Hyperice recently unveiled a new brand identity and global brand campaign anchored by a suite of new products and industry-first technologies. 

“Do What You Love. More.”

PMG led integrated media for the launch of “Do What You Love. More.” — Hyperice’s most ambitious global brand campaign to date. The media buy includes targeted, high-impact video and OTT ads across popular channels and network apps, including Disney, ESPN, MTV, NBC, Roku, and Pluto TV in the U.S. and EMEA. The PMG team is also leveraging paid social, including YouTube, Instagram, LinkedIn, TikTok, Snapchat, and more, as well as out-of-home (OOH) print billboards in high-traffic urban areas in Los Angeles and New York.

Watch the Hyperice “Do What You Love. More.” ad spot on YouTube and learn more about the brand on Fast Company.

“Our new brand and marketing approach sets Hyperice up for continued growth by focusing on the duality of elite and everyday athletes while serving all of their needs,” s_aid Andrew Samson, VP of Marketing at Hyperice in a statement. “Our creative ambition takes on a fresh, energetic, and consumer-centric focus, with diverse content across dimensions of both sport and life. You’ll see our purpose not as a statement but truly in action, so whether you are competing for gold or simply navigating daily life, you’re a part of Team Hyperice.”

Hyperice continues to partner with PMG as it expands its product portfolio and reach to help everyone move better, live better, and be better as a modern, high-performance wellness brand. It is leveraging the full strength and reach of its marketplace partners, its community of athletes and influencers, and an all-new DTC platform and experience to help people do more of what they love. Its new positioning and focus expands the brand’s reach beyond elite athletes, to engage new audiences around the world, including sports enthusiasts, weekend warriors, parents, and anyone seeking a holistic approach to wellness for both the mind and the body. 

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“We’re excited to be a part of Hyperice’s history and our goal is to match the aspirational nature of the NEW Hyperice. From pro athletes to casual workouts, we want to reach people where they are,” said Earl Hwang, Client Strategy Director at PMG. “With so many different stories to tell, ranging from the experience of well-known athletes to the launch of new products, we’ve worked side by side with the Hyperice team to create a robust, fully integrated media strategy that spans three continents. Innovation remains a core part of the Hyperice story, and how PMG takes their revolutionary technology to global audiences is also our story to write.“

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