Launching Superum with a Legend

Turning a global trend into a daily routine.

For every day.Forever better.

More than a tagline, it became the principle behind the entire brand: From positioning and packaging to storytelling, social and launch, we translated a single thought into a complete brand system—designed to feel premium, trustworthy and unmistakably superum.

Living the routine.

We weren’t looking for another celebrity endorsement. We were looking for someone who naturally embodies consistency, optimism and performance. We found Thomas Müller. His new routine became the foundation for authentic social-first stories that made a new longevity brand relatable, entertaining and worth following.

One event to bring it all together.

The launch event marked the first real-world expression of the brand. It translated strategy into experience and turned the principles of superum into something people could see, feel and share. Hosted by Lena Cassel and Thomas Müller as special guest.

Routine in action.

Following Thomas Müller through the habits behind lasting performance. Inspired by the brand’s visual identity, we created a series of social-first films and teasers designed to work seamlessly across every channel.