Spotify Makes Brooke Wells Thumbnail of Beast Mode Playlist

July 26, 2021 by
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From today through Sunday, seven-time CrossFit Games athlete Brooke Wells will be the new feature thumbnail of Spotify’s Beast Mode playlist, the most popular workout playlist on the music streaming platform with more than 8 million subscribers globally. 

One big thing: The marketing move by new title sponsor NOBULL kicks off a multi-million dollar ad spend campaign to reach a non-CrossFit audience. 

  • To the best of our knowledge, this marks the first time the playlist’s thumbnail has ever featured a professional athlete. 
  • NOBULL securing a CrossFit Games athlete as the first to swap the thumbnail signals a significant effort on NOBULL’s part to position the sport CrossFit front and center. 

That’s not all: NOBULL has also launched a blanket takeover of all 57 Spotify curated workout playlists with a 25-second long video ad featuring Brooke Wells to play throughout the entire Games week. 

Why it matters: Whether intentional or not, the CrossFit industry’s advertising has largely been centered around targeting existing CrossFit consumers, as most of the companies are CrossFit-endemic and built specifically to cater to athletes actually doing CrossFit. We could be starting to see a shift. 

  • We don’t know the specific contract details between CrossFit and NOBULL, but this million-plus dollar marketing effort could help Eric Roza and team move the needle towards reaching his stated goal of 100 million doing CrossFit in 10 years. 

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