They appreciated the approach and the conversation. All the brands that we spoke to understood what we were trying to do. Lourenco: The very first licensed product in sports nutrition was Warheads Sour Watermelon GHOST Pre-Workout in December 2016. Knox: What brand was the first to give you a shot with this new approach to flavors in sports nutrition? Ryan and I are big sneaker guys and if you think about sneakers, there's a huge passionate community behind them and it’s a hugely collaborative industry and that's something that we really wanted to bring to the world of sports nutrition. Lourenco: It's been the most fun and humbling experience to work with brands like Chips Ahoy, Oreo, Swedish Fish, and Warheads. What led you down that path and how did you end up working with brands like Chips Ahoy? Knox: Licensing has been at the core of the GHOST brand. We wanted to create a lifestyle brand where the marketing was essentially ‘no marketing’ and to change that culture and that is really what you see in the market today with GHOST. We know that’s not what any of these people were actually doing when the cameras are off. That was a very big departure from the ‘fake perfection’ in sports nutrition when we first launched, where everybody ‘had perfect abs’ and ‘ate chicken breast all day’ and didn't actually ‘live’. Lourenco: At the end of the day, we wanted to take that experience of going to the gym and taking supplements or playing a sport, whatever it was, with your buddies and simply do that at scale.
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