As The Official Performance Supplement at the Miami Open, Armra tasked Early Spring with helping them reach a new audience segment, specifically men. They wanted an immersive brand experience designed to introduce, educate, and drive trial of their colostrum to new consumers, leveraging the high-energy environment of the tournament and offering guests a hands-on interaction with the brand.

The colostrum and supplement space more broadly has traditionally been dominated by female consumers, but the Miami Open activation gave ARMRA a unique opportunity to shift that dynamic. By targeting active, health-conscious men, the brand was able to introduce colostrum to a largely untapped demographic, using on-site education, sampling, and high-touch engagement to spark interest and build trust with new consumers.

Inspired by athletes’ pre-game rituals, the activation featured four tennis ball-filled lockers, each paired to a key benefit: Energy, Gut Health, Immunity, and Mental Clarity. Guests simply identified a benefit that resonated with them, picked up a tennis ball, and exchanged it for samples. With each selection, they were entered into a sweepstakes to win a year of ARMRA. Located at the heart of the Miami Open, the vibrant tent experience positioned ARMRA as an essential for the inner athlete, capturing the energy and spirit of the tournament.

Early Spring designed an immersive on-site experience that embodied ARMRA’s strength and purity. A custom installation, built with premium materials like stainless steel and hardwood, evoked resilience and the idea of bodily fortification. The pop-up achieved email retention rates well above the benchmark—86% of visitors who submitted their emails chose to stay subscribed.  Brand ambassadors educated guests on the colostrum and maintained a daily log of one-on-one engagements, observations, and operational notes. The resulting debrief was rich with insight and anecdotes from the pop-up, providing a strong foundation for future activations.