Athlete, Actually: Building a New Podcast From the Ground Up
Parity created Athlete, Actually as an original podcast designed to uncover the women’s sports stories traditional interviews often miss. Presented by DNA Vibe and Sport Certified powered by iHerb, Season 1 featured eight elite athletes across eight sports.
Parity developed and managed the property from the ground up, from the show concept, format, branding, athlete selection, and editorial direction to production, sponsor integration, distribution, social promotion, and performance reporting. The result was a distinctive, repeatable platform that generated more than 683,000 social views, reached over 167,000 people, drove over 20,000 link clicks, and delivered a 1.65x return on campaign investment.
683,714
Social views
20,851
Link clicks
1.65x
Return on campaign investment
683,714
Social views
20,851
Link clicks
1.65x
Return on campaign investment
Featured Campaign Content
Ep. #1: Dara Mabrey, The Injury That Changed Women's Sports, Basketball
Ep. #2 Taylor Heise: Cut in 2022, Gold in 2026, Hockey
Ep. #3 Nicole Mendes: The Reality Behind the Olympic Dream, Softball
Ep. #4 Kate Brim: Everything That Went Wrong Before Gold, Handcycling
Ep. #5 Nicole Heavirland: Built to Compete, Rugby
Ep. #6 Amber Balcaen: The $5M Reality of Motorsport , Motorsport
Ep. #7 Marissa Papaconstantinou: The Pressure of Growing Up in Sport, Para Track & Field
Ep. #8 Elana Meyers Taylor: Motherhood, Gold Medals, and What Matters Most, Bobsled
More Case Studies
Where Pets Meet Performance: Driving Olympic Buzz for Team Nulo
Nulo partnered with Parity to elevate awareness of their “Best Wishes Team Nulo” campaign by showcasing how Parity athletes were cheering on their favorite Team Nulo competitors at the 2026 Milano Cortina Olympics. Parity athletes dressed their pets in Nulo gear, shared videos of them enjoying Nulo food and treats, and cheering on Team Nulo athletes during the Games. The 15 Parity athletes’ audiences were encouraged to participate in the buzz by sending well wishes and rallying behind the competitors. The Nulo campaign was a favorite of both athletes and their communities, successfully positioning Nulo as a brand that understands the meaningful role pets play in athletes’ and sports fans’ lives.
Redefining Recovery: DNA Vibe’s Athlete-Led Campaign
DNA Vibe partnered with Parity to demonstrate how the DNA Vibe Jazz Band, a wearable device designed for recovery, pain relief, circulation, and daily wellness, easily fits into athletes’ routines. Emily Kiser, pro basketball player, and Felicia Stancil, pro BMX racer, created 3 short-form reels each, highlighting how regenerative light therapy supports their recovery goals. This campaign was a great example of athletes authentically showing a product being incorporated into their everyday life: packing for trips, using it on the way to practice, even while cooking!
How Team M&T Redefined Winning
M&T Bank partnered with Parity to launch its first roster which included a slate of professional women athlete ambassadors. The inaugural group for Team M&T (including Emily Sonnett (NWSL and Team USA Gold Medal Soccer), Noelle Lambert (Team USA Paralympian), and Lois Cook(Pro Tackle Football Wide Receiver, DC Divas)) was introduced publicly at NY Advertising Week during a panel at the The Female Quotient Lounge. This initiative marked a deliberate shift away from traditional sponsorship metrics toward a model focused on long-term community connection and prioritizing brand values. M&T Bank and creative agency Crowley Webb hosted a series of production days, where high-quality content and athlete-led storytelling took center stage. Posts from the athletes and on brand channels have garnered millions of views and consistently high engagement rates. By engaging these athletes as ongoing ambassadors rather than for a single campaign, M&T Bank was able to establish a sustained presence across multiple professional sports in multiple markets and continues to communicate its values through credible, living representatives.