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Mentholatum, the global health and wellness company, has joined forces with HYROX, the globally renowned fitness events company as it looks to take its Deep Heat and Deep Freeze products into the world of sport and athletics. The partnership kicks off today at HYROX Birmingham, with additional events in Manchester and London to follow, as part of a new creative platform devised by the7stars and brokered by sports agency, The Value Exchange.
As competitors gather from around the world to compete at HYROX, Deep Heat and Deep Freeze will offer on-site warm up and recovery zones featuring sports physio, guided recovery tips, and product demonstrations, ensuring participants receive effective muscle care and leave each event feeling their best.
To amplify the partnership and connect with the broader fitness community, the7stars has secured a media partnership with LADbible to build credibility and engage audiences. Deep Heat ambassadors Sarah Holden and Jake Williams, along with other influencers, will document their training and recovery journeys, showcasing how Deep Heat and Deep Freeze supports them throughout their HYROX race experience.
This marks a strategic shift for Deep Heat, which previously focused on the aches and pains of older generations through TV outreach. Now, the brand aims to build awareness and credibility within the sports community by addressing the need for content around effective preparation and recovery methods—an often-overlooked aspect of fitness, which is traditionally dominated by nutrition and performance advice.
Elaine Walker, senior brand manager at Mentholatum, said, “Athletes often push through pain from tight muscles or injuries, but incorporating a well-practised warm-up routine with Deep Heat and cool down with Deep Freeze can help prevent issues and enhance recovery. Our HYROX squad will demonstrate how Deep Heat and Deep Freeze can become gym bag essentials, improving both pre- and post-training routines”.
The campaign will be supported by a robust digital presence, including event-focused newsletters, paid social media, and social content that taps into a wider audience.
Mehul Ashra, strategist at the7stars, added, “This partnership marks a major step change for Deep Heat and Deep Freeze, with a multi-channel approach that breaks category norms and connects with sports enthusiasts. We identified a gap in fitness content—while nutrition and performance are widely covered, recovery often takes a backseat. Our strategy positions Deep Heat and Deep Freeze as essential for those with active lifestyles, driving growth and addressing a real product need within this audience”.
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