Leonard Fournette Made Something Amazing Out of His Old Trophy
Campaign for MET-Rx Transforms a Prize Into Something More Useful
Aug 01, 2017
MET-Rx, the nutritional supplement brand, persuaded NFL star player Leonard Fournette to melt down one of his many trophies in its latest campaign -- all for a good cause.
Agency Droga5 collected Fournette old award and worked with Deeplocal to melt it down, along with 700 others, transforming the materials into a set of free weights and kettlebells. Fournette then delivered these training tools to Raines High School in his new home of Jacksonville, Florida (he signed a four-year contract with the Jacksonville Jaguars in May).
The idea is to emphasize that elite athletes don't care so much about the trophies, medals and accolades as about their next challenge -- which ties in with MET-Rx's brand positioning that highlights pushing on to the "next level" of training.