Collagen stays one of many fastest-growing substances within the U.S. complement market, increasing properly past its roots in magnificence and anti-aging into sports activities diet and lively wellness. But, in accordance with information shared with NutraIngredients from client perception agency Mintel, solely 9% of recent collagen-containing launches between Might 2020 and April 2025 have been in a dietary or meal alternative drink format.
That hole units the stage for Important Proteins’ newest transfer. The corporate has been named the Official Collagen Accomplice of the U.S. Open and the Presenting Sponsor of the 2025 Combined Doubles Championship, timed to coincide with the launch of its first ready-to-drink product, the Important Proteins Collagen & Protein Shake.
“Because the model that put collagen peptides on the map, Important Proteins initially opened the cultural dialog round collagen peptides as a means for customers to help the well being of their pores and skin, hair, nails, bones and joints,” Brian Groves, president of Important Proteins, informed NI.
“Now generally known as America’s #1 collagen model, we’re thrilled to be the first-ever ‘Official Collagen Accomplice of the U.S. Open’ and showcase how Important Proteins collagen peptides might help help folks with trying, shifting and feeling their finest on the worldwide stage of the U.S. Open courtroom.”
Sport, set, innovation
The sponsorship served because the launch platform for the Important Proteins Collagen & Protein Shake, which comprises 30 grams of protein and 10 grams of collagen peptides per serving. Groves described it as “the first-of-its-kind innovation for the model.”
“The Important Proteins Collagen & Protein Shake affords a handy means for first-time customers to introduce collagen peptides into their wellness practices whereas offering longtime followers a flexible, easy choice to get their each day consumption,” he mentioned.
With the U.S. Open’s worldwide visibility, the model views the partnership as a possibility to broaden its attain.
“By means of this partnership and the latest launch of the all-new Collagen & Protein Shake, Important Proteins hoped to fulfill wellness lovers, tennis followers and potential prospects the place they’re at,” Groves defined.
“Collagen peptides can play a key element in any wellness routine, and we’re energized to convey new audiences a brand new strategy to serve the advantages of collagen peptides with the platform of our U.S. Open partnership.”
Ace-worthy advertising and marketing activations
On the event, Important Proteins introduced its “Shake it Up” positioning to life with on-site activations. Throughout Fan Week, the model hosted dwell podcast tapings that includes podcasters Allison Kuch, Josh Peck, Ben Soffer and Taylor Strecker.
It additionally created a branded suite expertise, ran in-stadium promotions akin to seat upgrades and dance breaks, and distributed samples of its flagship collagen peptides.
“The podcasters chosen for this activation are all recognized for connecting authentically with communities who’re already participating in conversations about life-style and wellness, and every is a part of an lively duo or staff, similar to the Combined Doubles companions competing on this 12 months’s U.S. Open and the 2 fundamental substances in our new Collagen & Protein Shake,”Groves mentioned.
Collagen’s subsequent set: Sports activities & wellness
For the diet and complement business, the sponsorship displays an total class shift: Collagen is now not positioned solely in magnificence and life-style classes however is getting into the mainstream sports activities area.
In keeping with Groves, the partnership “has opened a dynamic house for the model to indicate up in a contemporary and significant means” and positions Important Proteins for long-term progress.
“Because the official sponsor of the 2025 Combined Doubles Championship, we’re energized by the potential and stay up for what the longer term might maintain,” he mentioned.
