Aveeno Partners with TOGETHXR to Celebrate Women's Strength in Sports
SPORTS
Starring Misty Copeland, Cameron Brink, Sophia Wilson, and Ali Truwit, the campaign shines a light on the many faces of resilience.
Aveeno has partnered with TOGETHXR, the women's sports media company, to launch The Strength Issue, a digital campaign celebrating multifaceted strength in female athletes. The collaboration features Misty Copeland, Cameron Brink, Ali Truwit, and Sophia Wilson sharing stories of resilience, recovery, and achievement.
The Strength Issue Campaign
The Strength Issue combines portrait photography by Kanya Iwana with editorial content from guest editor MJ Acosta and podcast host Hunter Harris. The campaign highlights how athletes' personal rituals support their resilience while challenging conventional narratives about women's strength.
Misty Copeland, the first Black principal dancer in American Ballet Theatre's 75-year history, discusses reshaping perceptions of power in ballet as she enters a new career chapter. Cameron Brink, a National Champion and top WNBA draft pick, addresses assumptions that femininity and competitive focus cannot coexist while navigating her high-profile return to basketball.
Ali Truwit, a shark attack survivor who became a two-time Paralympic silver medalist, speaks about the strength required to recover from limb loss and champion visibility for Para athletes. Sophia Wilson, a gold medalist and professional soccer player, describes choosing motherhood at 25 and shifting the narrative from potential losses to possible gains.
Brand Partnership Philosophy
Kirsten Hurley, Head of Commercial for U.S. Aveeno, positioned the collaboration as celebrating diverse expressions of strength. "At Aveeno, we believe women express strength in countless ways, from pushing boundaries and challenging expectations to embracing the quieter work of recovery and repair," Hurley said. "Our brand partnership with TOGETHXR uplifts athletes who embody resilience every day, and we're proud to support them with solutions that help build strong, healthy skin."
The partnership connects Aveeno's 80-year dermatologist-recommended heritage with TOGETHXR's platform for authentic female athlete storytelling. Both organizations share the belief that women's strength deserves recognition across its many dimensions.
TOGETHXR's Mission Alignment
Kati Fernandez, TOGETHXR Chief Content Officer, emphasized the cultural shift in how women's strength is perceived. "As a company built to champion equality, representation, and real impact in women's sports, we already see a shift in how women's strength is redefining the culture in real time," Fernandez said. "That's why we're proud to work with Aveeno on The Strength Issue. This is for every woman who showed up, put in the work, and never needed anyone to tell her she was strong."
TOGETHXR was co-founded by sports media veteran Jessica Robertson alongside athletes Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird. The company focuses on lifestyle and youth culture storytelling while highlighting diverse game-changers and barrier breakers in sports.
Product Connection to Campaign Theme
The Strength Issue emphasizes that strength begins with feeling supported in the skin you're in. Aveeno addresses a consumer pain point, noting that 75% of ointment users would use them more often if they weren't messy or sticky.
Aveeno Skin Relief Healing Ointment and Lotion, powered by oat's regenerative properties, deliver relief and restoration without greasy residue. By restoring skin function, the products help unlock strength from within, connecting the brand's core benefit to the campaign's broader message about resilience.
Aveeno Brand Heritage
For 80 years, Aveeno has pioneered science and the therapeutic power of oat for skin health. The brand develops formulations with natural ingredients that deliver clinically proven results. Product lines span face, body, baby, hair, and sun protection categories.
As a Kenvue brand, Aveeno maintains dermatologist recommendation status while emphasizing accessible skincare solutions. The brand's positioning around skin strength aligns naturally with conversations about physical and emotional resilience in athletics.
TOGETHXR Media Platform
TOGETHXR operates as the fastest growing women's sports brand, generating over $6 million in revenue from its trademarked "Everyone Watches Women's Sports" slogan and product line. The company's in-house production studio develops scripted and unscripted content streaming on platforms including Amazon Prime and FuboTV.
The media company focuses on rich storytelling rooted in lifestyle and youth culture, finding and sharing stories of women across sports and broader cultural spheres. This editorial approach provides the foundation for branded partnerships that maintain authentic athlete voices.
Campaign Accessibility
The Strength Issue is available at TheStrengthIssue.com with additional content on @Aveenous and @TOGETHXR across social platforms. The digital format allows for extended storytelling beyond traditional advertising while maintaining engagement across multiple touchpoints.
The collaboration represents Aveeno's strategy to connect skin health benefits with broader cultural conversations about women's achievements and resilience. By partnering with a women's sports media platform, the brand positions itself within conversations about female empowerment while demonstrating product relevance to active lifestyles.
For more information about Aveeno products, visit aveeno.com or follow the brand on Facebook.com/Aveeno and Instagram.com/AveenoUS.