London, February 2025 – Elite Sports Nutrition (ESN), Germany’s leading sports nutrition brand, has launched a major awareness campaign in the UK market, partnering with digital creative agency, Make Agency and Out-of-Home specialists Excite OOH to deliver a premium, athlete-focused campaign across the United Kingdom.
The Campaign
The campaign, which marks ESN’s official entry into the UK market, showcases the brand’s commitment to high-performance sports nutrition through a strategic multi-channel approach targeting active athletes and fitness enthusiasts.
“This campaign represents a significant milestone in ESN’s international expansion strategy,” said Sophia Beese, UK Country Lead at ESN. “By partnering with Make Agency and Excite OOH, we’re bringing our ‘Made by Athletes for Athletes’ philosophy to the UK market, emphasising our commitment to quality, innovation, and superior taste.”
“ESN’s mission to support athletes with premium nutrition products aligned perfectly with our creative approach. ‘Made for Athletes’ authentically captures the dedication and determination of athletes, while establishing ESN’s premium positioning in the UK market” said Linden Bullen, Head of Strategy at Make Agency.
Our strategic approach ensures ESN’s message reaches their core audience at scale. The combination of premium large-format sites and targeted digital OOH near fitness locations creates an unmissable presence in environments where athletes and fitness enthusiasts live and train,” said Elliot Ward, Director at Excite OOH.
OOH Strategy
The campaign’s centrepiece is an extensive Out-of-Home execution across major UK cities. The multi-format approach includes dramatic large-format building banners, London Underground cross-track posters, high-impact bus wraps, and digital street furniture, all strategically positioned near gyms, fitness centres, and high-footfall urban locations. These premium placements showcase authentic athletic moments with compelling messages that resonate with the fitness community, ensuring maximum visibility across key metropolitan areas.
“The creative campaign, developed in close collaboration between Make Agency and the ESN team, brings ESN’s athlete-first philosophy to life through bold, dynamic visuals and powerful headlines. The “Made for Athletes” series captures authentic moments of athletic determination – from “FOR THE STEPS THAT SHAPE YOU” to “FOR THE RESISTANCE THAT BECOMES RESULTS” and “FOR THE REPS THAT REDEFINE YOU” – creating an emotional connection with the target audience while emphasising ESN’s premium positioning in the sports nutrition category.
Integrated Activation
Digital and social media activation amplifies the campaign through ESN’s roster of UK athlete ambassadors including Charlotte Lamb and Jeffrey Gruszka, creating authentic connections with the target audience through compelling content and community engagement.
ESN’s premium positioning leverages its German heritage and in-house production facilities, supported by science-backed innovation.
The integrated marketing campaign, which launched in early January 2025, will continue throughout Q1, unifying OOH media, digital campaigns, PR, events, and influencer partnerships under the “Made for Athletes” brand platform.
