Reign Total Body Fuel debuts its new brand campaign and mindset – #ReadyToReign

Performance energy brand Reign Total Body Fuel has launched a new multi-market brand campaign, #ReadyToReign.

#ReadytoReign is a mindset and sets out to show that anything is possible – embodying the brand’s ethos of pushing harder, driving yourself further and never letting up until you reach your goal.

The campaign heroes its impressive athlete roster and is brought to life through a phased content series that is set to be amplified via paid social media, influencer marketing and PR. Across multiple brand films, the athletes’ individual journeys to the top of their respective fields are powerfully narrated as Reign calls on consumers to achieve their personal best, no matter what the challenge may be.

An explosive hero film brings to life the Reign mindset and introduces the new campaign. The film showcases the brand’s family of ambassadors and their unrelenting pursuit to achieve more and do things that have never been done before.

The hero film is underpinned by raw real-life stories from Reign’s superhuman athletes. The three documentary-style films focus on three athletes who have all overcome barriers and adversity to achieve their goals, showing anything is possible with the right mindset.

World’s Strongest Man, Tom Stoltman, has faced huge adversity throughout his life and Strongman career. Tom’s film explores his Autism diagnosis, how the gym “saved his life” as well as how reaching out to a sports psychologist proved to be the final piece of the puzzle in his quest to become the strongest man in the world.

The second documentary highlights the story of professional bodybuilder, Kai Greene. A bodybuilding icon with a very human story – Greene was raised in an orphanage and foster care in the projects in Brooklyn, New York, and had a difficult road to the top. The film shows his unbelievable resilience in the face of adversity throughout his personal and professional life.

Cris Cyborg, who is widely regarded as one of the greatest female mixed martial artists of all time, is heroed in the final episode. The film shows her incredible strength of character, moving from her native Brazil to America and making a name for herself in a male-dominated sport.

Ben Ashlin, VP, Brands at Reign Total Body Fuel said: “#ReadyToReign is a campaign that features incredible people, achieving incredible things and sharing incredible stories. We want to inspire others to push themselves, dream big and fuel their grit and determination along the way.”

The #ReadytoReign brand campaign will roll out across all digital, social and athlete channels. The content can be viewed here.

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