Sports nutrition brand Dymatize, a group of products used by bodybuilders and athletes, is focusing its latest efforts on women.
Themed “Women Strong,” the campaign from AGD and The Skyline Agency includes digital, social and email elements for the Dallas-based company, which is part of Post Holdings.
Women Strong is a six-week program of support that includes healthy recipes, inspirational stories and workouts.
“We want to motivate and inspire women to become stronger both mentally and physically,” states Annie Seal, vice president of marketing and innovation at Dymatize. “It’s not just bikini season, it’s ‘better you’ season. As a brand, we know more and more women are taking fitness seriously, but weight-lifting and many other fitness activities are very male-dominated. We want to make women feel welcome in fitness.”
Women who sign up before June 30 will receive daily tips and challenges provided by Team Dymatize, which include celebrity athletes like Erin Stern, two-time Ms. Figure Olympia champion.
For example, on one day, women will be challenged to practice mindfulness and complete three sets of 15 reps of bicep curls. On another day, they will be encouraged to do affirmations and an abs challenge.
Dymatize now offers products in Walmart, Sam's Club, and Costco.
Women Strong participants can win a limited edition “Women Train Harder” shirt and weekly prizes including gym memberships. To join, consumers can go to dymatize.com/womenstrong or the Dymatize Women Strong Facebook group.