With myths running wild across social media, Optimum Nutrition needed to set a new standard. We created 'The Inside Advantage'—a science-first platform giving people a backstage pass to real performance nutrition expertise. No hype, no fluff—just evidence-based insights from leading scientists busting myths on protein, creatine, female performance and more.

We launched at the McLaren Technology Centre—a setting no competitor could replicate. A curated group of 21 creators, elite KOLs, media, fitness pros, stakeholders and Olympic athletes joined three panel discussions.