This one is short, but compelling. We have a small-ish Brand—Sport Science Lab (SSL). They were even smaller at the time of this story.

SSL has an unconventional, revolutionary, Disruptive! training methodology for athletes. They don't believe in weights.
In fact, they believe that weight training actually destroys athleticism. This is not a popular position to strength coaches in football & other mainstream sports. So we looked at secondary, more open-minded sports. Like volleyball.

Well, here was a volleyball coach in Nebraska that found SSL online and was intrigued. Coincidentally ,the National volleyball championship tournament was being help in Nebraska that winter.

Hero Nutritionals had a great product in a crowded segment. How do you stand out in a field with lots of imitators? Come to the Enemy of Good Enough, that's how.