Mentholatum x HYROX UK&I

Mentholatum's Deep Heat & Deep Freeze partnered with HYROX to move from ‘pain relief’ into a performance-first role via events, experiential zones and social amplification. The partnership gave the brand a credible foothold in functional fitness, engaging athletes at key touchpoints and showcasing product benefits.

+26% YOY growth for hero product, 10M+ video views, and over 100,000 athletes engaged.

The Brief

Deep Heat needed to evolve from a product associated with aging bodies into a modern-day essential for active lifestyles. Instead of chasing older demographics through daytime TV, the brand needed to embed itself into the world of fitness enthusiasts.

The Solution

Deep Heat and Deep Freeze became the official Prep and Recovery Partner of HYROX UK, transforming the brand from an afterthought to an essential performance ally. Deep Heat activated at flagship events in London, Manchester and Birmingham. Preparation and Recovery Zones gave athletes hands-on experience of the products with massages, warm-up and cool-down support, podium prizes and on-site sampling.

Working with Ladbible, Deep Heat spotlighted athletes alongside lifestyle influencers, documenting their HYROX journeys and showing Deep Heat and Deep Freeze in action. The credibility built on the ground was amplified across Meta and TikTok. Geo-targeting around gyms, CrossFit boxes and HIIT studios ensured the experiential content reached a wider fitness audience nationwide, reinforcing the products’ role in performance and recovery.