Therabody Campaign Starting Josh Allen Includes Hudl and Overtime in National Media Buy

Key Takeaways

• Therabody placed its Josh Allen campaign on Hudl and Overtime alongside NBC Sports, Peacock, and ESPN programming
• The multi-platform buy signals growing advertiser confidence in youth sports digital media properties
• Hudl serves over 8 million athletes globally, primarily at the high school and youth levels
• Overtime has built a media-to-league model targeting Gen Z basketball audiences
• The campaign promotes Therabody’s $199 Mini Plus massage device launching October 14

Youth Sports Platforms Land Major Brand Campaign

Therabody included youth sports media platforms Hudl and Overtime in its national media buy for the October 14 launch of its Josh Allen-fronted “Mini Josh” campaign, placing the wellness brand alongside traditional sports broadcasters in a move that reflects the growing commercial value of youth sports audiences.

The campaign, featuring Buffalo Bills quarterback and 2024 NFL MVP Josh Allen as the company’s new performance advisor, runs across what Therabody CMO John Solomon described as “paid, earned, owned, and partner channels.” The media plan includes Peacock, NBC Sports app, NFL+, Hudl, Overtime, and ESPN programming including “College GameDay,” “Monday Night Countdown,” and “NFL Live.”

PMG handles media planning, placement, and buying for Therabody across the platforms.

Platform Reach and Audience Alignment

Hudl, the video analysis and coaching platform, serves more than 8 million athletes worldwide, with its core user base concentrated in high school and youth sports programs. Coaches use the platform for game film breakdown, recruiting, and performance analysis.

Overtime operates as both a media company and league operator, producing basketball content for Gen Z audiences and running the Overtime Elite professional league for players aged 16-20. The platform has built significant reach among youth basketball players and fans.

By including both platforms in a campaign that also runs on NFL and ESPN properties, Therabody positions its massage therapy devices to reach athletes across age groups and competition levels. Allen’s role in the campaign emphasizes performance and recovery, themes relevant to both professional and developing athletes.

Product and Campaign Details

The “Mini Josh” spot, which Allen called his “favorite ad” during an October press conference, promotes the Theragun Mini Plus device. The ad shows Allen using the previously released Theragun Pro Plus in a locker room, then features “Mini Josh,” a child actor wearing a green screen mask with Allen’s face superimposed, demonstrating the more portable Mini Plus version.

Allen credited his wife, actress Hailee Steinfeld, as his “great teacher” for his commercial acting work. He has served as a Therabody investor and product collaborator for eight years, according to founder Dr. Jason Wersland, who described Allen as “a little bit of a guinea pig over the years.”

Solomon noted that while Therabody’s performance category typically targets “athletes and active individuals who are serious about their training,” the campaign’s humor aims to “reach beyond core athletes to a broader audience.”

The company will measure success through brand lift, media reach, Mini Plus adoption rates, and retail performance. Allen will appear in Best Buy and Scheels stores as part of the retail component.

Looking Ahead

The inclusion of Hudl and Overtime in a national campaign alongside major broadcast networks demonstrates advertiser recognition of youth sports platforms as viable commercial channels. As youth sports media properties continue building scale and engagement, brands seeking to reach younger athletes and their families have expanding options beyond traditional youth sports sponsorship models.

Therabody is launching three additional products this fall, including the Theragun Sense (2nd Gen), which will be featured on the Halloween season finale of NBC’s “On Brand with Jimmy Fallon.” Allen will make a cameo appearance on that episode.

via: Media Post

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