EDGE® is a performance grip brand that uses material science to improve athletic traction. After four years of development, the company created a proprietary formula that changes sneaker sole chemistry to deliver better grip and on-court performance. Its products are used by USA Olympians, adding credibility at the highest level of sport.
The lineup includes shoe grip spray, football glove grip spray, and bio-based golf grip cleaning wipes. EDGE is positioned as science-backed, performance-driven, and built for serious athletes seeking a competitive edge. Its core audience is competitive Gen-Z athletes in high school and college, especially in basketball, volleyball, football, and golf.
How EDGE Built an authentic Athlete content engine 142% more engaging than industry avg
22
new brand
ambassadors
ambassadors
80k+
Organic impressions
142%
more engaging
than industry avg
than industry avg
The Brand
The challenge
EDGE® aimed to source candid, organic Instagram Reels from athletes instead of highly produced ad creative. The brand encouraged a “realer the better” approach, asking athletes to share authentic first impressions and unscripted product experiences. While the content needed to feel natural and genuine, it also needed to be captured in credible gym settings, ideally with coaches, trainers, or teammates present to reinforce authenticity and real-world performance.
The ask
EDGE® partnered with MOGL to promote its Shoe Grip product through a targeted campaign with college basketball and volleyball athletes. The campaign was designed to deliver authentic, athlete-driven content that highlighted product discovery and real performance in gym environments.
Campaign objectives included:
• Increasing brand awareness among competitive court athletes
• Generating authentic, short-form “first-time use” content
• Demonstrating real performance results in live training settings
• Driving product trials through athlete seeding
• Identifying and recruiting long-term brand ambassadors through performance-based incentives
Campaign objectives included:
• Increasing brand awareness among competitive court athletes
• Generating authentic, short-form “first-time use” content
• Demonstrating real performance results in live training settings
• Driving product trials through athlete seeding
• Identifying and recruiting long-term brand ambassadors through performance-based incentives
The Solution
MOGL built and executed a scalable athlete ambassador program centered on authentic performance storytelling.
1) Targeted Athlete Recruitment
MOGL sourced college basketball and volleyball athletes who aligned with EDGE’s competitive brand positioning and could create credible content in real gym settings.
2) Authentic First-Use Content Strategy
Instead of scripted promotions, the campaign focused on:
• Organic first-reaction videos
• Live on-court product testing
• Peer and coach reactions
• High-quality footage captured in real training facilities
This helped the content feel natural to each athlete’s social presence while maintaining authenticity.
3) Efficient Approval and Distribution
• Athletes submitted content through MOGL’s direct messaging system for brand review before posting, allowing for quality control without slowing execution.
4) Performance-Based Incentive Model
MOGL used a cost-efficient compensation structure built around:
• Product exchange
• Ongoing monthly payments only for content used in ads
• This model tied athlete incentives to campaign performance and helped EDGE® scale efficiently without significant upfront costs.
1) Targeted Athlete Recruitment
MOGL sourced college basketball and volleyball athletes who aligned with EDGE’s competitive brand positioning and could create credible content in real gym settings.
2) Authentic First-Use Content Strategy
Instead of scripted promotions, the campaign focused on:
• Organic first-reaction videos
• Live on-court product testing
• Peer and coach reactions
• High-quality footage captured in real training facilities
This helped the content feel natural to each athlete’s social presence while maintaining authenticity.
3) Efficient Approval and Distribution
• Athletes submitted content through MOGL’s direct messaging system for brand review before posting, allowing for quality control without slowing execution.
4) Performance-Based Incentive Model
MOGL used a cost-efficient compensation structure built around:
• Product exchange
• Ongoing monthly payments only for content used in ads
• This model tied athlete incentives to campaign performance and helped EDGE® scale efficiently without significant upfront costs.
The Results
The campaign delivered strong engagement and meaningful cross-sport reach, generating 3,226 total engagements on 80,118 organic impressions for a 4.0% average engagement rate - 142% better than industry average. While the initial focus was on court sports, the program also expanded EDGE’s visibility across football, golf, and basketball, demonstrating the brand’s ability to resonate with athletes in multiple performance-driven categories.
