Who buys sports products
- The casual athlete: trains two or three times a week and wants something simple that tastes good.
- The lifter: watches protein per serving, sugar and price per serving.
- Endurance athletes: think in training plans, recovery and tolerability.
- Competitive athletes: need tested products with no doping risk.
- Active agers in training: want to stay fit and strong.
Angles that work
- Protein without the sugar bomb: sugar content big in the image.
- Mixes without clumps: the small everyday frustration everyone knows.
- Taste: show the flavors and real reactions to the first sip.
- Tested and transparent: ingredients, sourcing and banned-substance testing, if available.
- Price per serving: calculated and compared with alternatives.
Research, copy, statics and AI UGC videos as a subscription, reviewed by performance experts. From $990 a month, cancel anytime.
Hook examples
- “I looked at the back of my old protein, and then I switched.”
- “Shaker test: whoever clumps, loses.”
- “What I drink after training when I'm not in the mood for cardboard.”
- “Why, as a competitive athlete, I only take tested products.”
What to keep in mind legally
- Protein: in the EU, authorized claims about muscle mass and bones, if the product is at least a source of protein.
- Creatine: an authorized claim about physical performance in short, high-intensity exercise, with a set daily intake and exact wording.
- No exaggeration: “Double your muscle in four weeks” isn't allowed.
- Banned-substance-free claims: only if they're backed by real testing.
- Body image: Meta restricts ads that create a negative self-image.
Not legal advice. Check the wording and conditions of authorized claims in the EU register, and the rules for every market you advertise in.
Formats for sports products
- Benefit stack with protein per serving, sugar and flavors
- UGC video at the gym or after a run
- Big-number static, such as protein per shake
- Comparison “us vs. them” on sugar, mixability and testing
Frequently asked questions
Which claims are allowed for protein?
In the EU, there are authorized claims for protein, for example that protein contributes to a growth in muscle mass and to the maintenance of muscle mass. The condition is that the product is at least a source of protein as defined by the regulation.
What can I say about creatine?
In the EU, there is an authorized claim that creatine increases physical performance in successive bursts of short-term, high-intensity exercise, with a set daily intake. The wording and conditions have to be followed.
Why does third-party testing matter?
For competitive athletes, the risk of contaminated products is a big deal. Products that are tested for banned substances, for example through programs like Informed Sport, NSF Certified for Sport or the Cologne List, can say so transparently, as long as the statement is true.