Whoop Enlists Michael Phelps, Other Stars for ‘The Best Obsess’ Campaign
The human performance company wants to encourage members to embrace their healthy obsessions
Whoop has launched a new ad campaign with the help of some big names in fitness and performance, including Michael Phelps, rock climber Alex Honnold, Whole30 co-founder and CEO Melissa Urban, entrepreneur Steven Bartlett and soccer star Virgil Van Dijk.
The new campaign, “The Best Obsess,” highlights the commitment of top performers, encouraging Whoop members to embrace their health obsessions.
That’s not to say that the brand is just for elite athletes. Instead, Whoop is designed for any consumer seeking actionable insights that can lead to improved health, and the company even made a conscious effort to lower its barrier to entry earlier this year.
“We want as many people as possible to be able to improve their health, said Whoop founder and CEO Will Ahmed of the company’s decision to lower subscription prices. “This will make Whoop more accessible than ever before.”
The new campaign’s focus isn’t on the talent of the biggest names in human performance but on their devotion to improvement, which Whoop says can be achieved with its data-tracking wearable.
Whoop’s wearables track sleep, strain, recovery and even stress monitoring.
The 30-second spot, produced in partnership with Mekanism, reveals personal statements from the human performance stars as they share what they’re “obsessed” with, whether squeezing a bit more out of a workout or simply being the best.
The brand campaign will appear across the human performance company’s marketing channels, TV and paid media.
Michael Phelps, world champion swimmer, said he became hooked on wanting to be the best.
“I think I probably obsessed on the small details more than I could have ever imagined, and those are the small things that ended up helping out the most,” he said.
“At Whoop, we’ve always wanted our brand and community to be synonymous with great physical, professional, and personal achievements,” said John Sullivan, Whoop’s senior vice president of marketing. “Our members are motivated, goal-oriented, some may even say they’re obsessed. They want a better understanding of themselves, their health and their potential and Whoop gives them the science to get there.”
The fitness wearable recently released Strength Trainer, an innovative feature so Whoop members can measure strain during strength training exercises. The new addition comes as fitness consumers increasingly opt for strength training over other fitness activities. The Strength Trainer tracks weights, reps and sets, providing Whoop users a comprehensive look at their training regimen.
The human performance company also recently partnered with Hyperice, allowing users of Whoop and the recovery company’s devices to log activities into the apps using a two-way integration with Apple Health.
