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The organization, formerly Boy Scouts of America, has been doing more digital marketing and leaning into athlete partnerships, including with Hart and NFL running back David Montgomery.
With wearables, sports, and health-minded thinking getting more popular, the smart ring maker has upped its investments in sports orgs.
The organizations are focused on balancing international growth with targeted fan engagement strategies for the 2026-27 season.
“I wanted to do something that was different from what I’ve done and expand my portfolio,” Brunson told Marketing Brew.
The brand’s Rookie of the Year campaign generated 3.6 million clicks in its second year, up 428% YoY.
The summer of 2026 also marks two years at the league for CMO Radhika Duggal.
The Team USA women’s roster skews younger, with Paige Bueckers, Angel Reese, and Caitlin Clark all making their senior national team debuts. The media company is using that to promote the tournament to viewers and advertisers.
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