VX Media and BODYARMOR capture the new era of collegiate athletics through a dynamic campaign starring Flau’Jae Johnson.
In 2026, VX Media partnered with BODYARMOR as the brand returned as the official hydration partner of the NCAA. At the center of the campaign was Flau'jae Johnson: Seattle Storm athlete, LSU Tigers standout alum, and one of the defining faces of a new generation of student-athletes.
As NIL endorsements continue to reshape collegiate sports, athletes like Johnson represent a broader evolution in how talent builds influence both on and off the court. Through a dynamic two-part video campaign, VX Media positioned BODYARMOR as the fuel behind that transformation, supporting not only elite athletic performance but the discipline, ambition, and personal brand-building that define today’s student-athletes.
Filmed inside Pete Maravich Assembly Center, the iconic home of LSU basketball, the campaign used multi-camera production, rapid edits, rotating perspectives, and stylistic filter shifts to capture the intimate moments that shape greatness. From pre-game mental preparation to hydration rituals, each frame offered a closer look at the energy and focus behind Johnson’s electrifying on-court presence.
Beyond performance, the campaign also embraced the personality and cultural influence that modern athletes bring to the game. Through social-first, trend-driven creative, including the “Can You Hear Me” challenge, audiences were given an authentic glimpse into Johnson’s game-day routines, music preferences, and favorite BODYARMOR flavors.
More than a partnership, the campaign reflects BODYARMOR’s continued investment in the future of collegiate athletics and its connection to the next generation of competitors. For VX Media, it further solidifies the company’s commitment to driving brand evolution through innovative, culturally relevant storytelling that resonates across sports, social media, and modern youth culture.
As NIL endorsements continue to reshape collegiate sports, athletes like Johnson represent a broader evolution in how talent builds influence both on and off the court. Through a dynamic two-part video campaign, VX Media positioned BODYARMOR as the fuel behind that transformation, supporting not only elite athletic performance but the discipline, ambition, and personal brand-building that define today’s student-athletes.
Filmed inside Pete Maravich Assembly Center, the iconic home of LSU basketball, the campaign used multi-camera production, rapid edits, rotating perspectives, and stylistic filter shifts to capture the intimate moments that shape greatness. From pre-game mental preparation to hydration rituals, each frame offered a closer look at the energy and focus behind Johnson’s electrifying on-court presence.
Beyond performance, the campaign also embraced the personality and cultural influence that modern athletes bring to the game. Through social-first, trend-driven creative, including the “Can You Hear Me” challenge, audiences were given an authentic glimpse into Johnson’s game-day routines, music preferences, and favorite BODYARMOR flavors.
More than a partnership, the campaign reflects BODYARMOR’s continued investment in the future of collegiate athletics and its connection to the next generation of competitors. For VX Media, it further solidifies the company’s commitment to driving brand evolution through innovative, culturally relevant storytelling that resonates across sports, social media, and modern youth culture.