25 Aug 2025
The Brief
Australian Almonds wanted to expand their global reach and reinforce their reputation as a powerhouse in healthy, premium snacking and nutrition. With a focus on athletic performance and natural energy, they sought a respected and relatable Australian athlete who could bring authenticity and credibility to their brand, especially one with international recognition and resonance.
The brand’s goal was to show consumers that almonds aren’t just a healthy snack, but a vital part of an elite athlete’s daily routine, fuelling performance, recovery and long-term health.
Solution
W Sports & Media worked closely with Brand Mo and the Almond Board of Australia to secure Olympic gold medallist Kyle Chalmers as a Global Athlete Ambassador. With his rugged farm lifestyle, nutrition-focused mindset, and global sporting profile, Kyle was the perfect fit.
The campaign includes a mix of media opportunities, athlete-led appearances and social content. One of the hero moments was Kyle returning to the Griffith Regional Aquatic Centre, in the heart of Australia’s almond-growing region, where he hosted a training session and Q&A with local junior swimmers. The connection between Australian-grown produce and world-class athletic preparation was central to the messaging.
In the lead-up to the 2025 World Championships in Singapore, Kyle also partnered with Michelin Green Star chef Haffizul Hashim for a culinary activation, showcasing how almonds can be incorporated into performance recipes, including Kyle’s favourites like almond crusted chicken and protein-rich almond smoothies.
Outcome
The collaboration was a major success. Kyle’s involvement generated strong engagement across social media and was covered by multiple food, lifestyle and sport publications. His story of growing up eating almonds from his grandfather’s tree, and now fuelling his career with the same product, resonated deeply with audiences across Australia and Southeast Asia.
Retailers also reported a noticeable lift in almond sales across campaign regions, particularly following the Singapore activation. The brand feedback was overwhelmingly positive, and the partnership is set to continue into 2026 as part of Australian Almonds' broader international strategy.
This campaign reinforced Australian Almonds' position as a high-performance, homegrown product, trusted by one of the country’s most decorated swimmers.
When you align elite athletes with strong consumer-facing brands, the results speak for themselves. Kyle Chalmers brought power, personality, and authenticity to the Australian Almonds campaign—and helped transform it into a story that was both compelling and commercially impactful.
Interested in working with elite athletes to help grow your brand? Contact us at W Sports & Media—we know how to deliver results that go beyond the surface.