ESN Challenges
UK Sports Nutrition Market
Make Agency, in collaboration with Out-of-Home specialists Excite OOH, has launched one of the most ambitious OOH (Out-of-Home) campaigns of Q1 2025 across the UK for Elite Sports Nutrition (ESN).
A Campaign Designed
to Inspire Athletes
The goal was to position ESN as the go-to premium sports nutrition brand through its “Made for Athletes” ethos.
Running across multiple high-impact OOH formats in key cities such as London, Manchester and Birmingham, the campaign utilised large-format building banners, London Underground cross-track posters, high-impact bus wraps and digital street furniture near gyms and fitness centres.
Bold Creativity
That Captures the Athletic Spirit
Make Agency’s creative work features bold visuals and messages designed to inspire and connect with the fitness community. Powerful slogans such as “FOR THE STEPS THAT SHAPE YOU” and “FOR THE REPS THAT REDEFINE YOU” embody the dedication and determination of athletes.
Digital and Social
for Maximum Impact
Integrating OOH media and digital and social activation, the campaign was amplified by ESN’s UK athlete ambassadors, including Charlotte Lamb and Jeffrey Gruszka, to create a community-driven, authentic narrative.
This approach ensures the brand connects with its audience where they live, train and move. From high-footfall urban locations to fitness hubs, every placement reinforces ESN’s premium positioning in the market.
Building
Momentum
This campaign represents a groundbreaking moment in the UK sports nutrition market, as ESN’s premium German heritage and athlete-first philosophy take centre stage.
Linden Bullen, Head of Strategy at Make Agency, said:
“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.”
Initial key successes include massive brand visibility across major metropolitan hubs, positive engagement on digital and social platforms driven by ESN’s athlete ambassadors and campaign visuals, and an early buzz within the fitness community.
