BUTTERY BROS
How an early access strategy and authentic partnerships with the Buttery Bros drove major hype, stronger community ties, and 4.5M+ impressions.
THE LAUNCH
The Buttery Bros are Blenders’ highest-earning partners — not just because of their influence but because their bold, authentic personalities align perfectly with our brand. For the second signature series, we wanted to amplify that connection by offering two distinct pairs: one sport-focused and one lifestyle/iconic. The vibrant, eye-catching designs were a direct reflection of their energy, and we knew their audience would resonate. To reward their loyal followers, we took a unique approach by offering an exclusive early release to their community the weekend before the official launch. This strategy proved powerful, with one-third of the product selling through before hitting the general market.
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To maximize launch day impact, we leaned into the Buttery Bros’ network and the CrossFit community. We gifted product to their friends and collaborators, leading to a wave of organic content on social, including over 4.5M impressions. By allowing their community to champion the collection first, we reinforced authenticity and built deeper connections within the CrossFit space. The result? An engaging, community-driven campaign that not only moved product but also strengthened our relationship with one of our most influential partnerships.
