The campaign, called "Training hurts. Tomorrow doesn't have to" has been created in-house and in partnership with agencies Frank Design, Joe Digital, RM Photo, w3 digital and Trigger Design.
It focuses on athletes and consumers who play sports regularly, highlighting the brand's purpose for sports recovery, which aims to reverse the damaging effects of training on the body.
The campaign will run in Men's Health magazine and other sports and fitness titles such as What Mountain Bike? and Cycling Plus. It will be supported by outdoor, online and social media activity.
The brand will also be rolling out experiential activity through branded events and magazine promotions. Most consumer samples will include coupons to drive online and in-store customer sales.
The brand is sponsoring the UK sports events Tour of Britain and Survival of the Fittest.