Ambition

Motivated to recover better for everyday life vs. purely focused on their sport, Dirt defined Mendi’s Growth Audience as the “Work-Hard, Play-Hard Amateur Athlete” - identified through a mix of proprietary research.

Talent

The team built a communication plan around showing how athletic stars recover on their days off as “normal people”, rather than solely focusing on their superhuman progress on the field.

Action

This gave the brand an opportunity to talk to Megan Rapinoe’s off-field values, a gateway to shining a light on her equal pay fight and positioning the brand as “leveling the playing field.”