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NOW Foods prioritizes healthy living and is committed to ensuring its natural health products (supplements, sports nutrition, natural foods, beauty & health) are made with clean ingredients that empower healthy living. Professional lacrosse athletes Alex Aust Holman and Marcus Holman share an appreciation for healthy living as an integral part of their daily routine, balancing training schedules, travel and coaching responsibilities while embracing the challenges and rewards that coincide with being first-time parents. The Holman family recently grew with the arrival of their son, Tiger, and are navigating the experience of incorporating healthy practices into raising a child for the first time.
NOW Foods’ marketability lies in their authenticity– their insistence on using non-GMO ingredients, transparency of sourcing, and pledge to focus on natural products. Their brand appeals to moms, fitness enthusiasts, those who prioritize healthy living, and more. Their product portfolio has resonated with a wide range of diverse customers while refusing to deviate from their core values. But with an ever-growing focus on health and wellness in today’s society, the market is oversaturated with challenger brands. Operating in a landscape where consumers are constantly pushed the latest and greatest fad, NOW Foods needed to find a way to cut through the noise and get back to the basics of what makes their products the right choice.
Being avid users of NOW Foods products for years, Alex and Marcus continued to integrate the brand in their professional and personal lives that were very much evolving as they each took on new roles as parents. Prioritizing authenticity above all else, the Holmans candidly shared their story of transitioning from full-time athletes to “mom” and “dad”. Striking the perfect balance between athletics and family, the content series was able to affirm the benefits of incorporating natural ingredients into varying lifestyles. Implementing a cross-platform strategy, Alex and Marcus took to Instagram and YouTube to share their optimism for starting their lives together with baby Tiger, as well as their separate and parallel enthusiasm for experiencing a new journey as husband and wife. NOW Foods products were incorporated in the videos, such as “Prep for the Attack” and “Nighttime Essentials”, as a part of the family’s daily routine and wellness rituals, demonstrating the benefit of each product. And for those craving an easy meal that requires almost no time to put together, the couple showed off their cooking skills with their “20-minute Lemon Garlic Shrimp Pasta” recipe.
Alex and Marcus Holman’s longstanding relationship with NOW Foods has established strong consumer trust. The partnership has nourished the Holman family beyond ambassadorship, aiding the Holman family’s growth on their overarching journey of raising their newborn. Considering their unpredictable schedules and competing responsibilities, their relatability lends credibility to families and busy adults, resulting in consumer connection across platforms. Rather than solely focusing on product integration, a holistic branding approach that remains authentic to consumers, such as first-time parents and athletes, continues to tap into niche markets. As their healthy living initiative sustains, their credibility encourages long-term followers to consider their nutritional initiatives by choosing NOW Foods.Â
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