Challenge
Launch ESN into the UK and Danish markets with a campaign that cuts through a saturated sports nutrition category, building awareness while establishing a distinctive and credible brand position.

Insight
People don’t connect with product claims, they connect with people. Real stories from real athletes are far more powerful than functional messaging alone.

Idea
“Find the Edge” - a platform giving athletes and fitness influencers a voice to define what their edge is, shifting the narrative from product benefits to personal performance.

Execution
Brought to life across the UK and Denmark through athlete-led content, the campaign showcased individual journeys, mindsets and motivations, connecting ESN’s products to real performance through authentic voices.

Result
Established a clear and differentiated positioning in new markets

Built engagement through authentic, athlete-led storytelling
Created a scalable platform for future campaigns and content