G.O.A.T. Fuel

E-Commerce, Consumer Packaged Goods (CPG), Social Media and Ads Management.

Brand Development

G.O.A.T. Fuel® is a premium sports energy drink and lifestyle brand co-founded by NFL legend and Hall of Famer Jerry Rice and his family. Built on the belief that greatness is a mindset, G.O.A.T. Fuel was created to inspire athletes, fitness enthusiasts, and anyone looking for extra fuel. The brand stands out for its clean ingredients, functional benefits, bold flavor, and mission to redefine what it means to be the ‘greatest of all time.’

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As the #1 Sports Energy Drink, G.O.A.T. Fuel pioneered a new category by combining clean energy with functional benefits. It was the first to infuse adaptogenic mushrooms (Cordyceps) for sustained performance and remains the only one powered by a blend of 10+ essential vitamins and minerals. It’s also Sports Certified, making it safe for collegiate athletes.

Since launching in 2020, G.O.A.T. Fuel has expanded its vision through legendary partnerships that celebrate greatness across generations. From Jerry Rice and Muhammad Ali to Babe Ruth, the Legacy Edition series brings icons to life with two more groundbreaking collaborations coming in 2025. The brand also taps rising stars like Tyler Herro, Tyreek Hill, and Trey Lance as ambassadors, connecting with next-gen greatness on and off the field.

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With health-driven innovation at its core, G.O.A.T. Fuel delivers clean, performance-boosting energy while championing consistency, resilience, and the relentless pursuit of greatness. Because at G.O.A.T. Fuel, being a G.O.A.T. isn’t just for pros—it’s for anyone bold enough to chase their best.

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The Ask

Since its 2020 launch, G.O.A.T. Fuel partnered with ZAG Creates to bring its vision of greatness to life—digitally, socially, and on-premise. The brand set out to build a strong, engaged community, grow its Instagram following, and boost both online and in-store sales.

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G.O.A.T. Fuel’s content strategy centers on standing apart from overly produced energy drink brands by aligning with icons of greatness. Think Nike’s empowering messaging paired with the exclusivity and high-performance appeal of Lamborghini. The goal: create bold, inspiring content that fuels a “greatest of all time” mindset and motivates every individual to push forward and be their version of great.

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To support this mission, ZAG Creates developed and executed a full-funnel marketing strategy that included:

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  • Organic social (static posts, Reels, graphics, UGC)
  • Paid digital advertising
  • Website development
  • Email, SMS, and Tapcart marketing
  • Community-building initiatives
  • Conversion-focused campaigns for both DTC and retail

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Together, these efforts aimed to build lasting brand equity and position G.O.A.T. Fuel as a category-defining force in the sports energy space.

What we did

ZAG Creates partnered with G.O.A.T. Fuel to build and execute a 360° marketing strategy that aligned with the brand’s core pillars: performance, innovation, and the G.O.A.T. mindset.

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Each month, we delivered a full suite of branded assets tailored to evolving brand goals. Whether highlighting functional benefits, ingredient education, new product drops, or mindset-driven storytelling, every initiative balanced data-backed strategy with standout creative. From static visuals and graphics to reels and UGC, each piece was crafted to inspire and convert.

As the #1 Sports Energy Drink, G.O.A.T. Fuel pioneered a new category by combining clean energy with functional benefits. It was the first to infuse adaptogenic mushrooms (Cordyceps) for sustained performance and remains the only one powered by a blend of 10+ essential vitamins and minerals. It’s also Sports Certified, making it safe for collegiate athletes.

Since launching in 2020, G.O.A.T. Fuel has expanded its vision through legendary partnerships that celebrate greatness across generations. From Jerry Rice and Muhammad Ali to Babe Ruth, the Legacy Edition series brings icons to life with two more groundbreaking collaborations coming in 2025.

The brand also taps rising stars like Tyler Herro, Tyreek Hill, and Trey Lance as ambassadors, connecting with next-gen greatness on and off the field.With health-driven innovation at its core, G.O.A.T. Fuel delivers clean, performance-boosting energy while championing consistency, resilience, and the relentless pursuit of greatness. Because at G.O.A.T. Fuel, being a G.O.A.T. isn’t just for pros—it’s for anyone bold enough to chase their best.