Optimum Nutrition, part of Glanbia Performance Nutrition, is kicking off the New Year with 'Pretty Damn Good,' a bold new campaign from TBWA\Chiat\Day celebrating women athletes. While female athletes put in extraordinary work, they receive only 15% of sports media coverage, hold fewer leadership roles3 and often face language that diminishes their hard work and accomplishments.
鈥淲omen athletes work extraordinarily hard to reach their goals, yet their achievements and milestones are too often overlooked or dismissed as 鈥榩retty good,鈥欌 said Christiane Brocky, general manager at Optimum Nutrition. 鈥淲e are proud to celebrate and support women in sport and fitness by spotlighting female athleticism and providing nutrition products that help elevate performance.鈥
The campaign kicks off with a video featuring Cameron Brink and narrated by her mother, Michelle Bain-Brink, a star athlete in her own right who topped 1,000 points scored as a college basketball player. Michelle takes viewers through Cameron鈥檚 journey - from blocking her dad鈥檚 shot as a kid to being drafted second overall in the WNBA. With home videos documenting her growth, Michelle reflects on how her daughter鈥檚 accomplishments have often been labelled as 'pretty good,' and concludes with a call to action: it鈥檚 time the world recognises what Cameron truly is - 'Pretty Damn Good.'
鈥淗earing my mom鈥檚 voice narrate my journey is incredibly personal. It reminds me to take pride in what I鈥檝e accomplished,鈥 said Cameron Brink. 鈥淚 want to help others do the same because women should receive the recognition they deserve. Being 鈥楶retty Damn Good鈥 isn鈥檛 just about talent. It鈥檚 about owning your progress and celebrating it.鈥
Tag Who Inspires You with #PrettyDAMNGood
More than 10 star athletes and celebrities will join the Brinks to share stories on the unseen hard work behind their success and how they use Gold Standard 100% Whey Protein to support their progress. Soccer champion Ali Krieger, gold medal gymnast Laurie Hernandez and actress and musician Ryan Destiny share their experiences of being overlooked and how they made those limits disappear on Instagram (@OptimumNutrition) and TikTok (@OptimumNutrition_US). Starting January 22, fans are invited to join the conversation by recognising other pretty damn good athletes with #PrettyDamnGood on Instagram (@OptimumNutrition) and TikTok (@OptimumNutrition_US).
鈥淚鈥檓 always pushing myself outside my comfort zone, looking for roles and opportunities that people won鈥檛 expect. Mentally and physically transforming into a champion was a personal journey, but I fully embraced the fight that every female athlete endures to be recognised, celebrated, seen,鈥 said actress and musician Ryan Destiny. "People may underestimate female athletes鈥 strength so I want to show the world the story behind the fight for female athletes and what it means to not just be pretty good 鈥 but to be pretty damn good."
Optimum Nutrition Supports Progress
Optimum Nutrition will also help support progress in women鈥檚 sports through a $25,000 donation to VOICEINSPORT Foundation, a non-profit organisation on a mission to advocate for women in sport through sport science research, education and advocacy.
鈥淎t VOICEINSPORT, we put the VOICE of women of all ages in sport at the centre of everything we do,鈥 said Stef Strack, founder and CEO of VOICEINSPORT Foundation. 鈥淥ptimum Nutrition supports us in this mission, helping us continue to break barriers and champion women athletes. When we break down walls and inspire women athletes to stay in sport, we help create the next generation of strong women in sports and beyond.鈥
Optimum Nutrition recognises the critical role nutrition plays in harnessing athletic potential. As the world鈥檚 No. 1 selling whey protein powder, Gold Standard 100% Whey Protein unlocks more for each workout with 24 grams of high-quality protein per scoop to support muscle health and recovery. The trusted choice for 35 years, Optimum Nutrition Gold Standard 100% Whey offers unmatched consistency designed for easy mixing to ensure women at all fitness levels reach their goals.
鈥淚鈥檓 always pushing myself to be not just my best, but the best. And that also means I hold a high standard for what I put in my body to support my goals,鈥 says Cameron. 鈥淚 trust Gold Standard 100% Whey to get the protein my body needs so my muscles can recover quickly post-game or work out. I鈥檝e always loved how easily the products fit into my demanding lifestyle and now feel further bonded to the brand鈥檚 commitment to championing women in sports.鈥