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BUILT Bar was created for fitness trainers and enthusiasts seeking a protein bar that delivers both taste and quality. With only 130–180 calories per bar, their product tastes like a “cheat meal”, while still maintaining a clean nutritional profile. Manufactured in the U.S., BUILT Bar quickly established itself as a standout brand in the competitive protein bar industry.
As a challenger brand, BUILT Bar wanted to break through the clutter of the protein market by aligning with athletes who embody grit, individuality, and a drive to push limits. The challenge was finding the right partnerships that could authentically bring BUILT Bar’s message to life, while simultaneously navigating the unique circumstances of the 2020 COVID pandemic.
Athelo Group recognized the potential of BUILT Bar’s “out-of-the-box” positioning and identified athletes who matched the brand’s spirit. We facilitated a partnership with NASCAR driver Corey LaJoie, making BUILT Bar his official protein bar and eventually the title of the Official Protein Bar of NASCAR. Corey’s fearless mentality and relentless drive aligned perfectly with the brand’s ethos. In addition, BUILT Bar partnered with Athelo athletes Amber Torrealba and Summer Macedo, expanding its reach into diverse sports communities. These collaborations allowed BUILT Bar to position itself as anything but average – just like our athletes who fuel with it. Despite the challenges of launching during the height of the pandemic, our team worked creatively and adaptively to deliver engaging campaigns that highlighted BUILT Bar’s individuality and innovation.
Athelo Group helped extend BUILT Bar’s reach into new audiences, including motorsports fans and women in sports and fitness, while generating meaningful engagement across social media. Despite the 2020 pandemic shutdown, Athelo Group leveraged Corey LaJoie’s race-day activations and digital storytelling to keep BUILT Bar top-of-mind when traditional fitness spaces were closed. Athlete partnerships and race-day activations created authentic storytelling moments that resonated with fans and consumers, while coverage in motorsports media and sponsorship outlets elevated visibility beyond traditional fitness spaces. Engagement across social platforms remained consistently strong, and overall sentiment toward the brand was highly positive and playful, cementing BUILT Bar’s reputation as a bold challenger brand unafraid to stand out. Is your brand ready to challenge the status quo and build your legacy? Let’s find the athletes who won’t just represent your product, but will live your ethos.
