Collagen stays one of many fastest-growing substances within the U.S. complement market, increasing nicely past its roots in magnificence and anti-aging into sports activities vitamin and lively wellness. But, based on information shared with NutraIngredients from client perception agency Mintel, solely 9% of latest collagen-containing launches between Might 2020 and April 2025 have been in a dietary or meal alternative drink format.
That hole units the stage for Very important Proteins’ newest transfer. The corporate has been named the Official Collagen Associate of the U.S. Open and the Presenting Sponsor of the 2025 Blended Doubles Championship, timed to coincide with the launch of its first ready-to-drink product, the Very important Proteins Collagen & Protein Shake.
“Because the model that put collagen peptides on the map, Very important Proteins initially opened the cultural dialog round collagen peptides as a means for customers to assist the well being of their pores and skin, hair, nails, bones and joints,” Brian Groves, president of Very important Proteins, instructed NI.
“Now often known as America’s #1 collagen model, we’re thrilled to be the first-ever ‘Official Collagen Associate of the U.S. Open’ and showcase how Very important Proteins collagen peptides may help assist folks with trying, transferring and feeling their greatest on the worldwide stage of the U.S. Open court docket.”
Recreation, set, innovation
The sponsorship served because the launch platform for the Very important Proteins Collagen & Protein Shake, which incorporates 30 grams of protein and 10 grams of collagen peptides per serving. Groves described it as “the first-of-its-kind innovation for the model.”
“The Very important Proteins Collagen & Protein Shake affords a handy means for first-time customers to introduce collagen peptides into their wellness practices whereas offering longtime followers a flexible, easy choice to get their each day consumption,” he mentioned.
With the U.S. Open’s worldwide visibility, the model views the partnership as a possibility to broaden its attain.
“Via this partnership and the latest launch of the all-new Collagen & Protein Shake, Very important Proteins hoped to satisfy wellness fans, tennis followers and potential prospects the place they’re at,” Groves defined.
“Collagen peptides can play a key part in any wellness routine, and we’re energized to deliver new audiences a brand new approach to serve the advantages of collagen peptides with the platform of our U.S. Open partnership.”
Ace-worthy advertising activations
On the match, Very important Proteins introduced its “Shake it Up” positioning to life with on-site activations. Throughout Fan Week, the model hosted stay podcast tapings that includes podcasters Allison Kuch, Josh Peck, Ben Soffer and Taylor Strecker.
It additionally created a branded suite expertise, ran in-stadium promotions resembling seat upgrades and dance breaks, and distributed samples of its flagship collagen peptides.
“The podcasters chosen for this activation are all recognized for connecting authentically with communities who’re already partaking in conversations about life-style and wellness, and every is a part of an brisk duo or workforce, identical to the Blended Doubles companions competing on this 12 months’s U.S. Open and the 2 principal substances in our new Collagen & Protein Shake,”Groves mentioned.
Collagen’s subsequent set: Sports activities & wellness
For the vitamin and complement trade, the sponsorship displays an total class shift: Collagen is now not positioned solely in magnificence and life-style classes however is getting into the mainstream sports activities enviornment.
In accordance with Groves, the partnership “has opened a dynamic area for the model to point out up in a recent and significant means” and positions Very important Proteins for long-term development.
“Because the official sponsor of the 2025 Blended Doubles Championship, we’re energized by the potential and stay up for what the longer term might maintain,” he mentioned.
