Celsius has just announced its 2025 roster of college football stars for its name, image, and likeness (NIL) campaign, as part of its “Live. Fit. Go” brand campaign. The campaign features players from top programs like Notre Dame, Ohio State, Michigan, and Clemson in a series of ads showcasing their lives beyond the football field.
This new effort builds on Celsius’s previous “Live. Fit. Go” creative, which highlighted how the brand helps people with active lifestyles meet their energy needs. The success of the campaign has led Celsius to increase its investment in the second half of 2025 to capitalize on the brand’s growth.
By connecting “Live. Fit. Go” to its NIL initiatives, Celsius aims to engage Gen Z consumers and showcase how the brand resonates with everyday lives beyond just elite athletes. The brand’s focus on college campuses through initiatives like Celsius University and brand ambassador programs has helped it connect with a younger audience.
Cultural Engagement
Celsius Holdings, known for its energy drink products, has seen significant growth in the U.S. market, driven by consumer demand for zero sugar, functional beverages. The brand’s marketing strategy, centered around being part of culture, has contributed to its success.
Football remains a key cultural touchpoint for Celsius, as evidenced by its new NIL campaign and upcoming national TV commercial during an NFL broadcast. The brand’s focus on creating authentic buzz through social and digital channels aligns with its strategy of driving excitement around relevant cultural moments.
Celsius’s marketing team stays attuned to cultural trends across sports and beyond, leveraging partnerships like the one with Scuderia Ferrari in Formula One racing. By creating unique experiences around events like F1 races, the brand aims to forge emotional connections with consumers.
Targeting Women Consumers
The “Live. Fit. Go” campaign has helped Celsius reach a broader audience, including women consumers, through partnerships with artists like Kelsea Ballerini and music festivals. By showcasing how Celsius fits into their lifestyles, the brand seeks to create authentic connections with its audience.
Partnerships with female-friendly brands like Alani Nu, acquired by Celsius Holdings, further support the brand’s goal of achieving gender parity among its consumers. The playful and influencer-friendly nature of Alani Nu complements Celsius’s portfolio and expands its reach.