Let’s skip the small talk,
Welcome to Athletes & Assets™ Backstage. Every week, we peel back the curtain on athletes shaping the future of business across Sports, Tech, and CPG.
This is your #1 source for athlete-driven investments and breakout companies. Feel free to share this with a colleague. As a warning, any misbehavior towards the athletes and companies mentioned in our content will result in an immediate ban.
Let’s roll…
LINEUP
1. Headlines of the week 🗞️
2. No script needed for Kelsey Plum 🧈
3. Protein is having a moment 📈
4. What athlete investors want to see 🪞
5. Company of the week: The Gents Place 💈
NEWS
Headlines of the Week
• LA Sparks guard Kelsey Plum announced herself as a founding member of Buffy Protein on Instagram (more below).
• Philadelphia Eagles running back Saquon Barkley has invested in AI data center startup Crusoe, joining other investors in the company’s $1.4 billion funding round, which values the startup at more than $10 billion.
• Kansas City Chiefs tight end Travis Kelce was disclosed as a member of an activist investor group (with Jana Partners and others) that accumulated ~9% economic interest in Six Flags.
• Price.com held a $12 million funding round, led by Waterbridge Capital and including participation from former NFL player Tim Tebow.
• The Eighth Rule, Stephen Curry’s first hospitality venture, is set to open alongside Bourbon Steak San Francisco at the Westin St. Francis, the only hotel located on San Francisco’s iconic Union Square.
• Charles Barkley has teamed up with Valley Forge Casino Resort in King of Prussia, Philadelphia to open a new steakhouse and cigar lounge, helping to shape the restaurant's menu and overall vision.
OWNER, NOT ENDORSER
Why Buffy got this right
There was no script. There wasn’t a sit down conversation. There wasn’t an “announcement reveal”. It was a simple, authentic way of pushing the brand to the masses. And it helps because she is a co-owner in the business.
You be the judge, watch WNBA All-Star guard Kelsey Plum’s video here. Everyone knows how hard startups are, and CPG is a game that starts on hard mode. Health-conscious brands are realizing they need athletes to push awareness, improving their odds of flying off the shelves in the best retailers and getting off to the right start.
That’s why I think Buffy got this right. They have a clear direction and determined that their brand was made for women who want creative ways to sneak more protein into their diet. As Casey will tell you (see below section), the protein trend is on fire right now.
If Kelsey thought it didn’t taste good, she wouldn’t fake it and speak so highly of it. She’s a founding team member. There’s no way Buffy could afford to pay her $100,000+ to endorse the brand at this stage.
While they may have sacrificed additional clicks, views, and stunts in the short term… in the long term, Buffy is setting itself up to be a lasting brand. Well done.
PROTEIN TREND
Protein is having a moment. So What’s Next? By Casey Toohill
Protein is still king in the CPG world, and it’s not slowing down.
Propping up this trend are experts like Peter Attia, Andrew Huberman, and Dr. Rhonda Patrick. These social media stars and health influencers are pushing 1 gram per pound of body weight.
That gap has created a massive tailwind. Brands are stuffing protein into everything. Just the other day I saw protein sparkling water on the shelves at Costco.
Ten years ago, protein shakes and bars mostly tasted like concrete, but they were often a necessary evil. Today, there’s actual taste innovation.
Fairlife, Quest, David Protein, and Legendary all do this well, and tons of others are building in the space. These days, protein products have to taste good.
But Macros Aren’t the Whole Story Anymore
Yes, consumers still want protein and low sugar. But they’re also paying attention to what else is in the product.
According to McKinsey’s 2024 wellness report:
• 71% of U.S. consumers read ingredient labels closely
• 58% percent are actively reducing processed foods
(Source: McKinsey Health & Wellness Survey, 2024)
This begs the question:
If you stuff a processed food with 20 grams of protein, but it’s full of junk ingredients, is that really a win?
Where I Think it’s Going
Beyond protein I am watching for the brand that cracks the complete recovery bar or shake. I could see this taking a few angles. What about creatine? Creatine is one of the most well-studied and effective supplements out there, and it’s also being pushed by the same longevity experts talking about protein and muscle preservation.
Can someone build a product that combines multiple science-backed ingredients in one format? An AG1 for muscle building and recovery? Something that solves the pain point I know all too well: keeping track of ten supplement bottles, choking down powders, and swallowing a handful of pills with dinner. And of course, it has to taste good. That’s the game. If it doesn’t taste great, no one’s sticking with it.
The Opportunity
Protein created the market. But there’s white space in daily-function + recovery + gut health, especially for athletes and high-performers who don’t want to take 8 pills or compromise on taste.
The next wave of winners will:
• Deliver real function beyond macros
• Prioritize taste and ingredient integrity
• Consolidate supplements into one go-to product
If you’re building in this lane — or you’ve seen something that actually hits this bar — I want to hear about it.
For my athletes and investors out there looking to hire marketing, operations, and finance pros for 80% of the cost, Oceans is a great resource for growing teams. Most quality offshore hiring you could do.
Reach if you have any questions or if you want an intro call with the team.
PREVIEWS FOR COMPANIES
The info athlete investors want to see
Information for A&A isn’t accurate it’s just a mock preview 🙂
When we were piloting our new platform, we wanted to understand what information athletes would be looking at within the first 30 seconds getting an opportunity across their plate.
We’ve come to the pictured set up, where we can feature a company in front of our community, Now companies can see their feature beforehand with our new mock setup feature.
To receive the link, check out https://athletesandassets.com/company/register
And if it’s a fit we will send it your way!
COMPANY OF THE WEEK
The Gents Place
