Rain the Growth Agency’s SheScales initiative is representing the CBD wellness brand for a TV and OTT media investment this summer
SheScales, the marketing initiative created by direct-to-consumer advertising agency, Rain the Growth Agency, has partnered with Mendi, a female-led and athlete-built CBD brand. Co-founded by Rachael Rapinoe and Brett Schwager, Mendi aims to transform the way everyday athletes recover by providing all-natural wellness solutions to improve sleep, mood or manage pain and inflammation.
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Mendi, with the support of Rain the Growth Agency’s investment team, is set to launch one of the first TV campaigns for a female-founded CBD brand. The campaign strategy is centered around the 2021 Summer Games, where Mendi has several athletes competing. With a wealth of knowledge in the health and wellness space, Rain the Growth Agency was able to navigate Mendi through the heavily regulated CBD advertising industry.
With a genuine desire to empower athletes, Mendi is reimagining recovery and bringing its cannabis solutions to the world’s biggest stages. In 2018, the World Anti-Doping Agency’s decision to remove CBD from their list of banned substances opened the door for athletes to use all-natural CBD recovery to stay at the top of their game. With a roster led by international champions Megan Rapinoe, Sue Bird,and Devon Allen, Mendi aims to reduce athletes’ dependence on harmful medications to manage pain, mood and sleep. Its product mix includes a wide range of tinctures, consumables and topicals.
Michelle Cardinal, founder and CEO of Rain the Growth Agency, created SheScales to serve as a marketing resource for women-led DTC brands, aimed at improving gender equality in business by supporting female and underrepresented founders.
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