Optimum Nutrition Turns Lando Norris, Dan Sheehan and Marcus Smith Into Brand Hoarders

Optimum Nutrition, the world’s #1 sports nutrition brand, has launched ‘The Optimum Advantage’, a disruptive global campaign rolling out across more than 100 markets. The concept? Revealing the one thing elite athletes never want to share: the marginal gains that give them their edge.

In elite sport, victory is measured in fractions. When athletes discover that extra one percent, it becomes their most closely guarded secret. Unlike traditional endorsement campaigns where famous athletes publicly promote a product, ’The Optimum Advantage’ turns the model upside down: Optimum Nutrition is trusted by the world’s best sportspeople and our athletes will do anything to keep it hidden from their competitors.

The launch features McLaren Formula 1 world champion Lando Norris, Ireland rugby powerhouse Dan Sheehan, and England playmaker Marcus Smith, brought to life through high-energy films directed by Tom Merilion. From Lando frantically stripping Optimum Nutrition branding from a press conference to Marcus and Dan battling to keep the product out of each other’s hands, the campaign dramatises the competitive instinct in unexpected ways.

‘The Optimum Advantage’ went live in the UK and US on January 5, with global rollouts continuing through February. A highlight? Dan and Marcus’ on-screen rivalry colliding with real-world drama during the Six Nations.

“The future of sports nutrition is rapidly changing with more people dedicated to performance and fitness,” said Colin Westcott-Pitt, chief brand officer at Glanbia Performance Nutrition. “Optimum Nutrition is the brand people trust to help them unlock their full potential—whether they’re just starting their journey or pushing the limits of elite performance.”

Developed with TBWA Ireland, the campaign spans broadcast, digital, social, retail, and experiential activations, with more athlete stories launching in early 2026.

“This campaign flips the traditional endorsement script,” said Gordo Whittaker, global client leader at TBWA Ireland. “Instead of athletes lining up to tell the world about a product, we asked: what if they actually tried to hide it? That tension - between the reality of high-performance secrecy and the fun of trying to keep a brand out of sight - gives ‘The Optimum Advantage’ a differentiating and disruptive energy we can build on for years to come.”

The campaign reinforces Optimum Nutrition’s commitment to athletes at every level, from global superstars to everyday competitors chasing their own marginal gains.