SPCSHP partnered with Gatorade to launch Fast Twitch, targeting the pre-workout energy drink market and aiming to dominate the pre-game space. The campaign featured a groundbreaking partnership with the NFL, leveraging Thursday Night Football on Amazon Prime and high-profile athletes like George Kittle, D.K. Metcalf, and J.J. Watt to integrate Fast Twitch into locker room culture and shift the focus to pre-game hype.

The launch strategy included an adaptive brand identity and a robust social media presence, showcasing the drink’s explosive energy and athletic inspiration, with the goal of establishing Fast Twitch as the go-to energy drink for athletes before hitting the field.

The Phoenix Suns, the first NBA expansion team with a dedicated fanbase since 1968, have yet to win a championship despite recent momentum from new ownership and Phoenix's growth as the 5th largest U.S. city. With a vision to become the top sports and entertainment franchise globally, the new ownership turned to SPCSHP to support them on this endeavor. SPCSHP stepped in and developed a strategy that serves as a unifying rallying cry, with a distinct personality reflective of the Suns’ core values and transcends individual players and staff.

SPCSHP’s approach focused on the team’s unique attributes: the resilience of Phoenix, the unwavering presence of the sun, and the relentless spirit of their fans. By emphasizing their identity as the original desert franchise with unparalleled strength and a commitment to staying competitive, SPCSHP crafted a rallying cry that encapsulates the Suns' enduring rise: "The sun is up, and it always will be."

Through audience research, SPCSHP discovered that the Chase Freedom Unlimited target was heavily engaging in the NBA, over-indexing on viewership and spending more to enhance their fan experience.

As the credit card that rewards you with cashback around the moments that matter most, we wanted to get the word out that Freedom Unlimited is the perfect card for our audience to make more of their fandom.

We launched with a play on Allen Iverson’s famous “We Talkin’ About Practice” press conference – reviving it on the anniversary date of the original event. 21 years later, Iverson could finally stop talking about practice and start talking about cashbacking instead in one of our hero spots, “We Talkin’ About Cashbacking.”

To establish the world of Fast Twitch energy, SPCSHP created a campaign that suspends the laws of physics, transforming practices and games into displays of explosive athleticism. The campaign, launched during the NFL preseason, starring 49ers Tight-End George Kittle, with a surprise appearance from his wife Claire. The first wave also featured NBA superstar Karl-Anthony Towns and influencer Carson Roney.

To highlight Kittle’s unique personality and humor, we developed social content that showcases how Fast Twitch energy amplifies his natural charisma.