Mekanism developed a new strategic positioning, brand platform, and creative campaign to clearly articulate WHOOP's differentiated, yet nuanced, product. Our platform, ‘The Best Obsess,’ was brought to life via an integrated campaign featuring athletes and influencers such as Alex Honnold, Michael Phelps, Virgil Van Dijk, Melissa Urban and Stephen Bartlett. The campaign launched in North America, Europe and Australia and highlighted that the best obsess about understanding your body and your mind -- and they're not just athletes.