“Fuel Your Game” highlights WTA’s work helping Princeton Popcorn activate a strategic NIL partnership with Kansas Athletics student-athletes. The program is grounded in the brand’s mission to support student-athletes and promote a healthy, active lifestyle. WTA developed a cohesive platform that connected athlete routines, authentic storytelling, and fan engagement.

The campaign features content with Kansas men’s basketball student-athlete Flory Bidunga. He is positioned as an everyday champion, with the brand integrated into moments of preparation, recovery, and game day. The work demonstrates WTA’s ability to align brand values, credible creators, and business objectives into a focused, repeatable program built to drive relevance and long-term brand equity.