Collagen remains one of the fastest-growing ingredients in the U.S. supplement market, expanding well beyond its roots in beauty and anti-aging into sports nutrition and active wellness. Yet, according to data shared with NutraIngredients from consumer insight firm Mintel, only 9% of new collagen-containing launches between May 2020 and April 2025 were in a nutritional or meal replacement drink format.
That gap sets the stage for Vital Proteins’ latest move. The company has been named the Official Collagen Partner of the U.S. Open and the Presenting Sponsor of the 2025 Mixed Doubles Championship, timed to coincide with the launch of its first ready-to-drink product, the Vital Proteins Collagen & Protein Shake.
“As the brand that put collagen peptides on the map, Vital Proteins initially opened the cultural conversation around collagen peptides as a way for consumers to support the health of their skin, hair, nails, bones and joints,” Brian Groves, president of Vital Proteins, told NI.
“Now known as America’s #1 collagen brand, we’re thrilled to be the first-ever ‘Official Collagen Partner of the U.S. Open’ and showcase how Vital Proteins collagen peptides can help support people with looking, moving and feeling their best on the international stage of the U.S. Open court.”
Game, set, innovation
The sponsorship served as the launch platform for the Vital Proteins Collagen & Protein Shake, which contains 30 grams of protein and 10 grams of collagen peptides per serving. Groves described it as “the first-of-its-kind innovation for the brand.”
“The Vital Proteins Collagen & Protein Shake offers a convenient way for first-time users to introduce collagen peptides into their wellness practices while providing longtime fans a versatile, effortless option to get their daily intake,” he said.
With the U.S. Open’s international visibility, the brand views the partnership as an opportunity to broaden its reach.
“Through this partnership and the recent launch of the all-new Collagen & Protein Shake, Vital Proteins hoped to meet wellness enthusiasts, tennis fans and potential customers where they’re at,” Groves explained.
“Collagen peptides can play a key component in any wellness routine, and we’re energized to bring new audiences a new way to serve the benefits of collagen peptides with the platform of our U.S. Open partnership.”
Ace-worthy marketing activations
At the tournament, Vital Proteins brought its “Shake it Up” positioning to life with on-site activations. During Fan Week, the brand hosted live podcast tapings featuring podcasters Allison Kuch, Josh Peck, Ben Soffer and Taylor Strecker.
It also created a branded suite experience, ran in-stadium promotions such as seat upgrades and dance breaks, and distributed samples of its flagship collagen peptides.
“The podcasters chosen for this activation are all known for connecting authentically with communities who are already engaging in conversations about lifestyle and wellness, and each is part of an energetic duo or team, just like the Mixed Doubles partners competing in this year’s U.S. Open and the two main ingredients in our new Collagen & Protein Shake,”Groves said.
Collagen’s next set: Sports & wellness
For the nutrition and supplement industry, the sponsorship reflects an overall category shift: Collagen is no longer positioned solely in beauty and lifestyle categories but is entering the mainstream sports arena.
According to Groves, the partnership “has opened a dynamic space for the brand to show up in a fresh and meaningful way” and positions Vital Proteins for long-term growth.
“As the official sponsor of the 2025 Mixed Doubles Championship, we’re energized by the potential and look forward to what the future may hold,” he said.