Wellness & NutritionAltrient × 3 Athletes — #BeYourBest Campaign
Altrient activated three athletes for its #BeYourBest campaign, connecting liposomal supplements with personal performance through credible sporting voices.
Overview
The campaign
Altrient worked with Sport Endorse to activate Maddie Wilson-Walker, Conor O'Keeffe and Benjamin Lawmann for its #BeYourBest campaign. The partnership used athlete-led social content to connect Altrient's liposomal supplements with preparation, consistency and personal performance, while giving each talent room to communicate the message authentically.
The challenge
Altrient wanted to strengthen its relevance within sport by moving beyond conventional supplement advertising. The #BeYourBest campaign encouraged people to pursue their own performance goals and needed athlete partners who could make that message credible. Rather than relying on generic product claims, the brand required real sporting voices capable of showing how ambition, routine and preparation fit into everyday life.
The activation also involved several practical challenges. Three athletes had to be coordinated across separate Deal records, product needed to reach the talent before content creation, and the campaign had to retain one consistent message without making every post feel identical. The brand therefore needed a flexible process that protected the #BeYourBest idea while allowing each athlete to create in a way that suited their own schedule, audience and communication style.
The Sport Endorse solution
Sport Endorse connected Altrient, represented in HubSpot through Abundance and Health, with Maddie Wilson-Walker, Conor O'Keeffe and Benjamin Lawmann. Internal records show a completed main Deal titled "Altrient Abundance and Health," created on 4 May 2023 and closed on 16 September 2023. Separate completed athlete Deals supported the delivery of the campaign, including Maddie's Deal, which was created on 28 June and closed on 10 July 2023, followed by completed records for Conor and Benjamin in August.
The available email trail confirms a creator-led production model. On 4 July, the campaign discussion specifically referred to a Reel for Conor O'Keeffe, arranging Altrient product for him and allowing the athlete to create the content when he was ready. That approach reduced unnecessary scripting and gave the athlete space to integrate the campaign into a credible personal performance narrative rather than forcing a rigid promotional format.
Sport Endorse also supported the campaign's internal coordination and final case-study development. On 31 August, Megan Duffin, Altrient Brand Manager, confirmed that she was "Happy with the case study!" A subsequent message clarified that Benjamin Lawmann should also be included in the write-up. This exchange verifies the three-athlete campaign structure and shows that the client reviewed and approved the way the partnership was represented.
Athlete fit
The three-athlete structure gave Altrient a broader and more flexible campaign than a single-ambassador activation. Maddie Wilson-Walker contributed another recognised sporting voice to the project, helping the brand present #BeYourBest as a message that could apply across different training journeys and personal ambitions. Her completed Deal confirms her participation, although the current records do not specify her exact content format.
Conor O'Keeffe was particularly well suited to a creator-led approach because the verified brief gave him responsibility for producing a Reel around his own timing and experience. Benjamin Lawmann broadened the campaign further and was specifically added to the final case-study narrative at the client's request. Together, the three athletes allowed Altrient to communicate one central idea through distinct personalities rather than repeating a single polished brand script.
Deliverables
- The internal records confirm the following campaign structure and deliverables:
- Three athlete partnerships activated: Maddie Wilson-Walker, Conor O'Keeffe and Benjamin Lawmann.
- Athlete-led social content developed around Altrient's #BeYourBest campaign message.
- At least one Reel commissioned for Conor O'Keeffe, with athlete-led creative timing.
- Altrient product arranged for the athlete to support authentic content creation.
- Separate talent Deals managed through Sport Endorse alongside the completed main brand Deal.
- Final campaign case study reviewed by the client and updated to include all three athletes.
Results
The verified records confirm three activated athletes, three completed athlete Deals and one completed main brand Deal spanning May to September 2023. They also confirm at least one Reel deliverable and direct client approval of the final case-study narrative. Campaign reach, impressions, views, engagement rate, conversion, product sales and audience demographics were not available in the records reviewed, so none have been estimated.
“Megan Duffin, Altrient Brand Manager, confirmed her approval in an email dated 31 August 2023: "Happy with the case study!" The brief message provides a direct qualitative signal that the client was satisfied with the campaign write-up and its representation of the athlete partnership. 3 athletes → creator-led social content → one consistent #BeYourBest message delivered through distinct sporting voices.”—
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