ESN Shakes Up UK Sports Nutrition

ESN Challenges UK Sports Nutrition Market with Make Agency’s Landmark OOH Campaign

Make Agency, in collaboration with Out-of-Home specialists Excite OOH, has launched one of the most ambitious OOH (Out-of-Home) campaigns of Q1 2025 across the UK for Elite Sports Nutrition (ESN).

A Campaign Designed to Inspire Athletes Everywhere

The goal was to position ESN as the go-to premium sports nutrition brand through its “Made for Athletes” ethos.
Running across multiple high-impact OOH formats in key cities such as London, Manchester and Birmingham, the campaign utilised large-format building banners, London Underground cross-track posters, high-impact bus wraps and digital street furniture near gyms and fitness centres.

Bold Creativity That Captures the Athletic Spirit

Make Agency’s creative work features bold visuals and messages designed to inspire and connect with the fitness community. Powerful slogans such as “FOR THE STEPS THAT SHAPE YOU” and “FOR THE REPS THAT REDEFINE YOU” embody the dedication and determination of athletes.

Uniting OOH, Digital and Social for Maximum Impact

Integrating OOH media and digital and social activation, the campaign was amplified by ESN’s UK athlete ambassadors, including Charlotte Lamb and Jeffrey Gruszka, to create a community-driven, authentic narrative.
This approach ensures the brand connects with its audience where they live, train and move. From high-footfall urban locations to fitness hubs, every placement reinforces ESN’s premium positioning in the market.

Building Momentum

This campaign represents a groundbreaking moment in the UK sports nutrition market, as ESN’s premium German heritage and athlete-first philosophy take centre stage.

Linden Bullen, Head of Strategy at Make Agency, said:

“ESN’s mission to support athletes with premium nutrition products aligned perfectly with our creative approach. ‘Made for Athletes’ authentically captures the dedication and determination of athletes, while establishing ESN’s premium positioning in the UK market.”

Initial key successes include massive brand visibility across major metropolitan hubs, positive engagement on digital and social platforms driven by ESN’s athlete ambassadors and campaign visuals, and an early buzz within the fitness community.

Turning Heads in the Industry

The campaign’s bold execution and relatable storytelling have already sparked interest across industry channels. Publications such as Campaign Live are spotlighting ESN’s innovative approach to market entry, with insights from Make Agency and Excite OOH driving thought leadership in creative and media strategy.

What’s Next?

This campaign is just the beginning. As Q1 unfolds, ESN, Make Agency and Excite OOH will continue to deliver measurable results through a unified marketing approach. With a mix of PR, influencer partnerships, events and ongoing digital amplification, ESN is well-positioned to disrupt the UK sports nutrition market and establish itself as the go-to brand for athletes.