Women-led and athlete-built CBD brand Mendi is partnering with SheScales, the women-focused marketing initiative created by direct-to-consumer advertising agency Rain the Growth Agency, for a TV and over-the-top (OTT) media investment this summer centered around the 2021 Summer Olympic Games in Tokyo, where Mendi has several athletes competing. It is one of the first TV campaigns for a female-founded CBD brand.
Mendi is a co-founded by former collegiate and professional soccer player and coach Rachael Rapinoe and avid outdoorsman 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.
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. The summer Mendi campaign, with the tagline of “Everyday Wins,” has the support of Rain the Growth Agency’s investment team.
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.
Rain founder and CEO Michelle Cardinal 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.
Rain the Growth Agency is an independent, women-led, performance-minded, fully integrated advertising agency.
Mendi is an athlete-built, female, and LGBTQ-led cannabis brand based in Portland, Ore., that provides all-natural solutions for sports and athletics performance recovery with Hemp and CBD products, designed for everyday athletes and weekend warriors of all ages to help with their recovery and keep them on top of their game longer.