Kevin Love, Lilia Vu, and Lauren Hartlage Get Their Heads in the Game with Rhone

Rhone, a leading lifestyle brand dedicated to championing Mental Fitness, has unveiled its 'Head in the Game' brand campaign, featuring Five-Time All-Star and NBA Champion Kevin Love; No. 2 in the Rolex Women's World Golf Rankings Lilia Vu; and Lauren Hartlage who celebrated her third year on the LPGA Tour in August. Created with integrated creative agency IMA, the campaign will roll out across prime-time television and high-impact Out-of-Home (OOH) locations, including New York’s Times Square, from today.

In the TV spots - one cantered around Rhone’s partnership with the NBA and Love and another spot focused on Rhone’s partnership with the LPGA, Vu, and Hartlage - Rhone’s ambassadors are captured amongst college and high school players as they prepare, focus, and drown out the noise to go after what’s theirs. Featuring intimate moments amidst engaging cuts and striking transitions on and off the court and course, the campaign is designed to resonate with everyone - from amateurs to seasoned athletes, to the everyday individual.

The phrase 'get your head in the game' often carries a negative connotation, used when someone isn’t performing at their best. Rhone’s 'Head in the Game' campaign flips this narrative, and aims to elevate public understanding of Mental Fitness as a proactive approach to health: inspiring conversations and encouraging action.

From concept to campaign, Rhone worked with IMA to bring the integrated campaign to life. The 15s and 30s TV spots will air nationwide across linear television and premium streaming platforms such as Peacock, Hulu, and Amazon whilst an extended 60s brand version will be available on Rhone’s channels, in addition to the OOH activations across New York City. The campaign will also extend across retail stores, digital, and social media platforms, driving engagement and interaction with Rhone’s community directly.

As part of the campaign, Rhone will collaborate with community ambassadors to bring this campaign and messaging to life through user-generated content (UGC), social media engagement, and Rhone’s Mental Fitness content hub featuring expert advice, inspiring personal stories, and resources, making Mental Fitness an accessible conversation for Rhone’s audience. Additionally, Rhone is rolling out a series of events designed to help everyone get their head in the game.

Ben Checketts, co-founder and creative director of Rhone, said, “We’re committed to promoting the importance of mental well-being as essential for everyone, and we hope that this campaign helps to destigmatise mental health conversations, along with everything else we do at Rhone to promote this mindset, our brand mission is to positively impact over 100 million lives. Together, let’s get every head in the game.”

A fierce mental health advocate, Love shares  the lifestyle brand’s commitment to promoting positive mental health, destigmatising it in sports and advocating for it to be just as important as physical well-being. To support this, Rhone will be donating to The Kevin Love Fund to allow for their evidence-based mental health curriculum to be completely free for students and educators, both in the US and globally.

Kevin Love said, “‘Head in the Game’ sparks conversations that recognize the brain as a muscle that requires just as much training and attention as the rest of the body. The goal is to redefine the way we approach mental health, ensuring it becomes a key part of overall health and performance - because when every head is in the game, everyone thrives.”

Vu and Hartlage share a similar commitment to Mental Fitness, and have both been outspoken about the ways their mental well-being has impacted them both on and off the course.

Lilia Vu commented, "I'm honoured to partner with Rhone, a brand deeply committed to the importance of mental well-being, on their 'Head in the Game' campaign which reflects Rhone’s dedication over the years to redefining health by encouraging people to prioritize their Mental Fitness just as much as their physical fitness."

Lauren Hartlage said, “Partnering with Rhone has been such a natural fit because their values of hard work, dedication, and mental well-being align closely with my own.”

Claire Bradley, creative director at IMA said, “With new partnerships with the NBA and LPGA, we knew this was the perfect moment to bring Rhone’s commitment to Mental Fitness to entirely new audiences. With a focus on mental resilience, it was important that the campaign be an invitation – showing how mental well-being is an inclusive conversation for all, no matter where you are on your journey.”

The campaign was directed by film director Nicholas Woytuk who worked closely with Rhone and IMA to bring the brand vision and mission to life. His approach brought a blend of authentic yet cinematic visuals and intimate storytelling, underscored by a deep emotional connection between athletes and their game.