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Snow Monkey Ice Cream was born out of founder Rachel Geicke’s craving for a healthier treat. After being diagnosed with Celiac disease in 2014 while competing on Boston University’s Division I Rowing team, Geicke began experimenting with frozen bananas to create a nutritious, gluten-free alternative to ice cream. In January 2017, Snow Monkey officially launched out of Los Angeles, built on a mission to deliver plant-based, allergen-free indulgence without compromise.
As a fast-growing startup, Snow Monkey was not yet in a position to build out a full-scale marketing team. They needed strategic support to not only amplify their message but also to strengthen relationships with athlete partners. With so much of her time and energy going into her professional surfing career, Brisa has no time to go back to school, yet she is immensely passionate about business and entrepreneurship. There was a clear opportunity to create a mutually beneficial partnership that advanced both the brand’s growth and Brisa’s development as a businesswoman.
Athelo Group stepped in as both a connector and a creative agency for Snow Monkey. We facilitated and nurtured the partnership with Brisa, ensuring that her authentic voice could amplify the brand’s message to key audiences. With a vegan product, female leadership, and a shared passion for health, sustainability, and entrepreneurship, the partnership aligned seamlessly with Brisa’s values and ambitions. Our team also provided Snow Monkey with foundational marketing strategy, helping refine their positioning and identify the best channels for storytelling. Beyond Brisa, we connected the brand with other athlete ambassadors, expanding their reach while ensuring the brand remained rooted in its mission-driven identity.
The collaboration created meaningful traction for both sides. Brisa gained a trusted partner that aligned with her lifestyle and entrepreneurial goals, while Snow Monkey received authentic visibility through athlete storytelling. The brand was able to establish a stronger presence with its core audience and build credibility in key markets like the active Surf x Wellness community with one of its most impactful female ambassadors. Athelo and Snowmonkey were able to leverage Brisa’s presence and interest for business and investor growth meetings by providing a seat at the table. This was a win / win for a curious athlete looking for education and experience through partnerships, and a brand that was able to mentor a young athlete with a strong community and audience. This partnership demonstrated how aligning startups with rising athletes can foster authentic connections and pave the way for long-term brand and career success. Ultimately, Snowmonkey didn’t just find an influencer, they found a business partner. Is your brand ready to move beyond the post and into the boardroom?
