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BioSteel's #TeamBioSteel Athletes Bring the Hype for the US Soccer Federation Ahead of Marquee Tournaments

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Brand’s latest campaign by agency The Many features BioSteel’s newest athlete ambassador, Christen Press

BioSteel's #TeamBioSteel Athletes Bring the Hype for the US Soccer Federation Ahead of Marquee Tournaments

With the US national soccer teams set to kick things off at the Tokyo Olympics and continue play at the Concacaf Gold Cup, sports hydration brand BioSteel released a 1:30 film to amplify BioSteel’s new multi-year partnership with the US Soccer Federation and bring the hype before the big matches. The campaign was made in partnership with BioSteel’s agency, The Many, from creative to production. 

The anthemic film is a rallying cry announcing BioSteel’s partnership with US Soccer and the importance of sustainable, eco-friendly packaging that resonates with players and supporters alike. Voiced by two-time World Cup champion and newly minted #TeamBioSteel athlete Christen Press, the long-form video features members of both the men’s and women’s team engaged in hustle moments. To draw fans in and celebrate a shared commitment to sustainability, the film is anchored in a powerful, arresting symbol: a grass and dirt-stained national team jersey.

“Walking off the field with a dirty jersey at the end of a game is proof of a hard-fought battle,” said Scott Ellman and Rik Patenaude, creatives at The Many. “By juxtaposing a dirty kit with the ‘clean, healthy hydration’ of BioSteel, our hope is that next-generation players will see this video and feel inspired to make a healthier choice for themselves and the planet in pursuit of giving it their all when they play.”

The video juxtaposes clean and dirty. Through the highest quality, clean, healthy hydration, players are supported in their worthwhile pursuit of earning a dirty jersey while also elevating BioSteel and its players as stewards of the game and the planet. Featuring its eco-friendly packaging, the brand prioritizes the next generation of players by making good choices for the planet, giving those yet to come the same chance to leave everything on the field and strive for that same, dirt-covered kit.

“With US Soccer heading into some of its biggest games of the year, we’re thrilled to support our athletes with clean, healthy hydration,” said BioSteel co-founder and co-CEO John Celenza. “This video serves as an anthem of the sport’s grit and dedication, and with it, we aim to inspire both today and tomorrow’s athletes to make the healthier choice when it comes to hydration and the environment.” 

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Client: BioSteel

Co-founder and Co-CEO: John Celenza

Head of Marketing: John Peirano

Senior Brand Manager: Lea Torchetti

Senior Manager, Athlete Marketing: Dan Cutler


Agency: The Many

Group Brand Director: John Line

Senior Brand Director: Nicole Lombardo

Senior Project Manager: Nicole King

Social Strategist: Jenny McCoy

Executive Creative Director: Scott Harris

Creative Director: Josh Paialii

Associate Creative Director: Chris Mendez

Associate Creative Director: Paz Molina

Copywriter: Scott Ellman

Art Director: Rik Patenaude


Production Company: Plus Plus

Executive Producer and Director: Trevor Paperny

Managing Director: Dave Horowitz

Line Producer: Chris Ruiz

Cinematographer: Tim Sessler

Post Production (Match Cut Editorial): Robert Frenette

Categories: Soft Drinks, Energy Drinks

The Many, Thu, 29 Jul 2021 20:54:16 GMT