Warming up

30.11.2016 Snapbac : Wellness : Precovery
Snapbac, US

New York – Snapbac is a range of sports apparel designed for the crucial moments before and after a workout.

  • The company has coined the term ‘precovery’, which refers to the preparation needed to get the most out of a workout and ensure a speedy recovery
  • The brand has hosted a number of pop-up laboratories to demonstrate the capabilities of its products

Each of Snapbac’s affordable heat-and-compression-powered tops and shorts features mesh pockets that can be filled with heating or cooling pads. This combination of compression and temperature therapy is designed to protect muscle fibres and break down lactic acid, enabling athletes to train harder and recover faster.

Snapbac was developed to help athletes to take charge of the recovery process and ‘optimise their rest time’, according to Kevin Bello, who left his job in the medical devices industry to found the company with professional equestrian Ali Nilforushan.

Ad agency Mother New York is a key stakeholder in the business, and leads the company’s branding and marketing. In a departure from traditional sportswear ads, which typically focus on the capabilities of a product during exercise, Snapbac’s first ad highlights the value of the moments before and after in helping athletes to become ‘stronger, better and faster’.

The Big Picture

As the number of Optimisers continues to rise globally, specialised and scientifically advanced sportswear products such as Vollebak’s Condition Black jacket and Adidas’ Zero Negative Energy hoodie are entering the mainstream.

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