SheScales Vaults Mendi to Mainstream with Video Advertisements in time for the 2021 Summer Games

SheScales, the marketing initiative created by direct-to-consumer advertising agency, Rain the Growth Agency, has partnered with Mendi, a female-led and athlete-built CBD brand. Co-founded by Rachael Rapinoe and 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.

Mendi, with the support of Rain the Growth Agency’s investment team, is set to launch one of the first TV campaigns for a female-founded CBD brand. The campaign strategy is centered around the 2021 Summer Games, where Mendi has several athletes competing. 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.

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.

Michelle Cardinal, founder and CEO of Rain the Growth Agency, 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.

2021 Upfronts Recap from Media Impact Report #27