Humann's story started at The University of Texas, where the Nobel Prize–winning nitric oxide science behind its products was developed. When Humann became the Official Cardiovascular Supplement of Texas Athletics, the goal was to launch the partnership in a way that felt earned: a homecoming, not a logo swap.

We built the campaign on three pillars: CV Started Here, the founding story rooted in UT research; Champion Spotlight, celebrating student athletes on and off the field; and For Athletes & Lifeletes, bringing cardiovascular health to fans of every age. The idea came to life across broadcast, stadium and out-of-home, social, email, print, web and retail, all anchored by one line: Official Cardiovascular Supplement of Texas Athletics.

The launch drove a 699% increase in Google searches for "Humann" and earned an estimated $3.6M in media value as top-tier outlets picked up the partnership story.