EAS
From Fragmented Portfolio to King of Sports Nutrition
EAS: The Empire Reunification
Client Category
Sports Nutrition · Supplements · CPG
Services Provided
Brand Strategy · Brand Architecture · Visual Identity · Packaging Design · Campaign Creative · Digital Content · Social Media · Influencer/Athlete Partnerships · OOH & Video · Positioning & Messaging
Business Challenge
EAS didn’t just build the sports nutrition category — they pioneered it.
They created commercial creatine.
They shaped protein culture.
They were the original authority.
Then success fractured them.
Years of “house of brands” strategy splintered their equity into isolated product lines fighting each other for shelf space. Instead of one empire, EAS had become a scattered collection of competing fiefdoms.
The pioneer who built the kingdom was being conquered by their own creation.
To rise again, EAS needed more than a redesign.
They needed a reunification.
Strategic Insight
Athletes don’t build loyalty with sub-brands.
They build loyalty with identities they trust.
In a world of ingredient wars, exaggerated claims, and scientific posturing, athletes craved clarity — a single brand that stood for performance, results, and authenticity.
Our breakthrough insight:
A fragmented empire can’t compete with a unified dynasty.
To regain dominance, EAS had to bring every product, every claim, every athlete under one powerful name.
Creative Solution
We built a strategy to restore the EAS dynasty under one unshakable identity.
“Legends Wear One Name.”
A declaration that EAS wasn’t just another supplement brand — it was the brand chosen by athletes who define excellence.
Athletic Mythology Building
- Partnered with world-class athletes
- Gave each an iconic moniker (“The Beast,” “Iron Will,” “Speed Demon”)
- Created hero videos, print, and social stories
- Made athletes the embodiment of EAS excellence
Organic Champion Magnetism
- As the work gained traction, athletes actively pitched themselves to EAS
- #LegendsWearOneName moments filled social organically
- Built credibility through authentic athlete alignment
Visual Empire Unification
- Complete packaging system redesign
- A cohesive identity across the entire portfolio
- Bold athlete call-outs
- Unified “Engineered for Excellence” messaging
Territory Domination Strategy
- National OOH in gym districts
- Targeted digital video
- Sponsored content on top fitness platforms
- Ensured ubiquity where athletes live, train, and consume content
EAS wasn’t just rebranded.
It was recentralized.
Results
🏋️ Category Leadership Regained within 12 months
📈 35-point surge in unaided awareness among athlete + fitness audiences
🔥 Athlete-led social mentions doubled vs. category benchmarks
🎯 #LegendsWearOneName trended across fitness communities
💼 Abbott Laboratories acquisition validated the rebuilt brand value
EAS didn’t just restore their empire.
They rebuilt it stronger.
Category Takeaway
Brand architecture isn’t a design exercise — it’s a competitive weapon.
When a brand scatters its identity, it weakens everywhere.
When it unifies, it becomes unstoppable.
By consolidating power under one name and aligning with true athletic legends, EAS became the King of Sports Nutrition once again.
Unity creates strength.
Strength creates dominance.