Created a brand for a powdered natural endurance drink and brought it to market. While most category marketing is focused on performance enhancing attributes, our strategy focused around all natural ingredients and what it didn’t have (anything artificial). My team created a brand name, brand voice and image. We designed dynamic packaging for various offerings and built an e-commerce site to sell the products. We assembled teams of athletes and outfitted them in our own custom designed XOOD gear and deployed them at key racing events.