2025 Miami
Open.
Locker-room activation introducing colostrum supplement ARMRA to a male audience through tennis-ball product trials at the 2025 Miami Open.
ARMRA, the colostrum-powered wellness brand, partnered with Early Spring to expand its reach into a new audience segment: active men.
As the official supplement sponsor of the 2024 Miami Open, ARMRA viewed the tournament as an ideal testing ground — a high-energy, high-visibility space to excite male tennis fans and introduce ARMRA as a vital tool for everyday performance and recovery.
As Official Performance Supplement of the Miami Open, ARMRA engaged Early Spring to develop an immersive brand experience that would introduce and educate a male audience on their colostrum supplement while driving product trial.
The Miami Open presented an opportunity for ARMRA to expand beyond the female-dominated colostrum market by connecting with active, health-conscious men through strategic on-site education, sampling, and engagement.
Drawing inspiration from athletes' pre-game rituals, the activation featured four tennis-ball-filled lockers corresponding to core product benefits: Energy, Gut Health, Immunity, and Mental Clarity. Guests selected a tennis ball aligned with their wellness priority and exchanged it for product samples.
A custom installation, built with premium materials like stainless steel and hardwood, evoked resilience and the concept of bodily fortification. The pop-up achieved email retention rates well above benchmark — 86% of visitors who submitted their emails chose to stay subscribed.