The following is a brand audit of Alani Nu, a fitness brand. This audit was written by myself and two other students from CSUF, Krystyna BayBay and Julissa Villalobos.
Introduction
Alani Nu is a relatively new player in the women's health and wellness industry. The brand was founded in 2018 by Katy Hearn and her husband, Haydn Schneider. Hearn was one of the first women to begin creating fitness content back in 2012 when as she states, "working out for women just wasn't cool then" (Weg, 2021), and she quickly amassed a large following on platforms such as Instagram and YouTube. Both Hearn and Schneider were fitness trainers and wanted to be able to recommend fitness supplements to their clients that they could trust one hundred percent, so they set out to create their own line (GNC Staff, 2023).
The couple aimed to fill a gap in the sports nutrition industry and market to an under-targeted group - women. When walking into a GNC or Nutrishop, it is clear that most fitness supplements are targeted toward a male audience. Hearn stated that many supplement brands use "super harsh colors and in-your-face names," which is why she opted for a softer brand image that would appeal more to women. In addition to outward appearance, Hearn and Schneider have created the Alani Nu products with intention. The purpose behind Alani Nu is to help women achieve their fitness goals without all the harmful additives and chemicals present in many other fitness supplements.
In the five years since its conception, Alani Nu has grown from a brand whose main products were fitness supplements such as pre-workouts, post-workouts, and protein powders to an overall health brand. In addition to the previously listed fitness supplements, they now offer a variety of health and wellness products, including skincare, vitamins, and snacks. They have successfully partnered with major nutrition shops such as GNC and the Vitamine Shoppe, as well as popular chain stores such as Target and Kroger (Domecq, 2020). The brand has also made successful connections with influencers such as Addison Rae (PR Newswire, 2022) and is loved by many female fitness influencers on the TikTok platform.
The brand is closely connected to its founders. While other fitness influencers have supplement lines, such as Seth Feroce's Axe and Sledge, many of Alani Nu's competing brand owners are unknown to the public. Katy Hearn, much like a celebrity, is a successful fitness influencer who created her own personal brand through sharing her lifestyle through her social media platforms (Osorio et al., 2022). Katy Hearn is verified on Instagram and has over 1.7 million followers. While she does not use her Instagram feed to post about her brands regularly, Hearn does have the official Alani Nu Instagram page tagged in her bio along with the other two brands she has founded. Though her husband, Haydn Schneider, is not verified on Instagram, he has an impressive 407 thousand followers and also has the official Alani Nu Instagram page tagged in his bio. The Alani Nu Instagram account has 928 thousand followers, and the brand's official TikTok account has 188.4 thousand followers. Later in this paper, we will discuss their brand imaging and marketing in depth.
Overall, Alani Nu has become an incredibly popular and well-respected female-centered fitness brand in a relatively short amount of time. Its success can be attributed to the quality of its products, the unique and savory flavors, as well as the popularity and influence of its founders.
Brand Analysis
The Alani Nu Instagram page and website exude high energy and are visually feminine and playful. The brand's eye-catching color scheme is vibrant and bright, making the brand easily recognizable (Caplan, 2023). In addition, Alani Nu's platforms utilize fun and engaging graphics that are welcoming to the user's eye. The website pages are well put together with an air of professionalism. The colorful branding on Instagram and the website carries on into its physical products, leaving this fitness brand with a consistent, well-rounded look and feel. However, while the aesthetic branding of Alani Nu is solid, the brand messaging and consistency are sometimes lacking.
Alani Nu's social pages include Instagram, Facebook, TikTok, and Twitter. The company's website and Instagram account are the most engaging and user-friendly platforms. When entering the Alani Nu website, consumers are immediately met with a pop-up prompting for a subscription to its email list in exchange for 15% off of the consumer's next order, which can be tempting to first-time users curious about the brand's products. In addition, the drop-down menu on the company's website makes navigating the multiple products effortless. A creative section of their website is dedicated to recipes that utilize the various Alani Nu products. Unfortunately, the company's "About Us" section is sparse. Furthermore, users can find more information about Alani Nu's various products on its Instagram page, with pinned highlights dedicated to every product. New product launches for Alani Nu usually first debut on the Instagram account, where the brand has its most significant following of 932K.
The brand has successfully collaborated with celebrities and influencers that either help to promote a new product or flavor or help create the product itself. Additionally, these partnerships with fitness influencers like Felicia Keathley, a mom focused on fitness who has lost a total of 140 pounds naturally (Felicia Keathley, [@feliciafitnesshealth]), and social media mogul Addison Rae, gather women from various age groups and markets and adverts their eyes to Alani Nu's social pages and products. For example, when the brand partnered with Addison Rae in 2022, it launched a new Berry Pop energy drink and a new cookie dough protein bar. Addison's announcement of the partnership on her personal Instagram page, which contains 38.2 million followers, garnered over one million likes and boosted Alani Nu's consumer group, creating a lasting impression for the brand.
Alani Nu's Twitter page is a different story. Speaking to a following of 26.9K, Alani Nu attempts to earn likes and retweets by fishing for them and posting corny edits. Unfortunate examples of these occurrences include an edit of an Alani Nu energy drink on the 2023 Met Gala carpet and a tweet that reads, "Apparently, if you retweet this tweet, good vibes will come your way today." As a result, the brand's Twitter account gets little attention and is a weak spot in its social media presence.
When analyzing their actual line of products, it is evident that Alani Nu offers a balanced collection of various products to fit any fitness and health-focused consumer's routine. From delicious protein coffee and canned energy drinks to prenatal vitamins and hormonal balancing supplements, Alani Nu aims to please every consumer. In addition, a majority of the products offered are gluten-free and vegan. The variety in the brand's product range attracts a broad spectrum of consumers with different dietary restrictions and successfully expands Alani Nu's demographic.
Alani Nu is a woman-owned brand whose co-founder is in the fitness scene and highly focuses on female health and wellness. As stated, the company's visuals are beautiful and consistent but fall short in the depth of its messaging. While Alani Nu does a great job of conveying an energetic and fit lifestyle, they primarily showcase one type of woman in that lifestyle. Across all social media platforms and its website, visuals of predominately young, petite white women are utilized. In short, they are attempting to market to all women by marketing with an "idealized" version of a fit woman who uses their products. Doing this isolates women with different types of bodies who can utilize Alani Nu's products in fitness and other areas of their lives. Moreover, Alani Nu makes several statements on its website that are not apparent or at the forefront of its marketing, including the company's location of production and transparency of ingredients. We will later go over ways to rectify these shortcomings in the strategic recommendations section of this paper.
The fitness world currently has a significant presence on social media, and the fitness and health supplements market has skyrocketed since the COVID-19 pandemic (Dishman, 2021). Many smaller brands are marketing themselves alongside various fitness influencers with a cult following, while more prominent brands are being sold in stores like GNC and The Vitamin Shoppe and partnering with fitness celebrities. Social media gives everyone the platform to grow their brand, making competition fierce. Below, we will compare competitor fitness brands Bucked Up and Animal Pak to Alani Nu. We will use Instagram accounts and brand websites as the primary basis for our comparisons.
Instagram Pages
Alani Nu posts to an audience of 933K, while Bucked Up caters to 409K, and Animal Pak holds about 412K. It is immediately evident how feminine and bright Alani Nu's aesthetic is in comparison to Bucked Up and Animal Pak's darker, hardcore masculine aesthetic, making the difference between the companies very obvious. Alani Nu is specifically catered towards women, while Bucked Up and Animal Pak caters to both men and women in fitness.
Alani Nu's Instagram content is very posed, featuring tightly curated product photos, cater modelesque people, and graphics packed with artsy text. Both Bucked Up and Animal Pak's Instagram feeds feature more regular and everyday people alongside a few product photos. Bucked Up does a great job of doing "man on the street" style interview Instagram reels, which garner anywhere from 32K to 83K views. Bucked Up also has two other Instagram accounts apart from its main account, including Bucked Up Energy and Bucked Up Ambassador. The former is dedicated to the brand's energy drink cans, and the latter is dedicated to its ambassadors and featured consumers, which is an excellent way of boosting its interactivity. Animal Pak's marketing specialty lies within the workout videos it creates and the success stories it posts featuring brand ambassadors.
Each brand's social media presence suits its goals, and each aesthetic caters to a different kind of fitness-minded audience. Alani Nu stands out from the crowd with its playful, colorful look, and its female consumers seem to love it.
Website Pages
Bucked Up's website is bright compared to its Instagram page but is still consistent with branding throughout. The company's front page showcases its top pre-workout supplements, an "honesty in the label" statement, a sign-up section to be an ambassador, and product reviews. The extensive drop-down menu encourages consumers to look at apparel, supplements, seasoning for cooking, energy drinks, and a blog. However, the most interesting aspect of Bucked Up's website is the section dedicated to boot camp classes, where customers can sign up for classes with Bucked Up coaches at different levels of experience. In addition, the brand offers in-depth product pages that list every ingredient, explain the purpose behind each one, and provide recommended use and how-to stack products if the consumer would like to.
When landing on the Animal Pak homepage, an advertisement featuring a $150 "Animal Bucks" giveaway in exchange for your email pops up. Past that lies a well-organized website that outdoes Alani Nu and Bucked Up. For example, on the front page, supplements are grouped into categories like "Fat Burners," "Muscle Building," and "Wellness." Product reviews are also available on the homepage, encouraging potential customers to buy. The best part of Animal Pak's website is the quiz that guides customers to the right supplement for their goals and lifestyle. The website also has a section for brand ambassadors, which promotes community, and a blog covering health and fitness topics.
Store Presence
Alani Nu has many sales outlets apart from its website. Consumers can purchase the brand's products from Target, CVS, GNC, Walgreens, Sam's Club, Dicks Sporting Goods, The Vitamin Shoppe, Costco, Amazon, and more. Bucked Up and Animal Pak are available at Amazon, Walmart, GNC, the Vitamin Shoppe, and Nutrishop. When visiting fitness supplement stores like GNC and Nutrishop, Bucked Up appears to have a more extensive product display and range of available products than the other brands.
Though Alani Nu has a larger social media following, Bucked Up has a more significant in-store presence, which is something to be considered. Retailers are "businesses that deal with supply and demand...they use their supply of retail space to generate the most money they can per square inch of shelf space as possible" (Brogie, 2022), which leads us to wonder which of these three brands is actually selling more product. Further research, which we do not have the capability to conduct, would need to be done to resolve this question.
Audience Reception
In order to examine the feelings, emotions, and reactions towards Alani Nu from multiple perspectives, it is essential to understand some factors that may influence different consumers of the brand. Some of these factors include signaling value and linking value. Signaling value and linking value, otherwise known as the ability of brands to communicate who we are and connect us to other like-minded brands (Cova, 1997), are concepts that Alani Nu seems to understand well because of their choice of target audience and how they market to that audience. Despite early success, Alani Nu is still a young brand with a developing audience. This audience reception analysis will examine Alani Nu's four types of audiences: the general audience, the influencer audience, the professional audience, and its founder.
Alani Nu & the General Audience
We conducted primary research through qualitative interviews to gain an understanding of the general audience's perspective of the Alani Nu brand (Appendix A). A member of our team conducted these interviews at a 24-Hour Fitness in Riverside, CA. The participants were women ranging from late teens to late 20s who resided in Riverside. Our sample includes responses from 10 women. It was challenging to gather more data because participants were scarce during the time of data collection, and some questions were not answered due to gym exercise activity. Our primary research focused on young adult women who go to the gym and exercise regularly. We found that half of the women we interviewed knew about Alani Nu and had previously tried the brand's products, ranging from the pre-workout powder to protein bars and energy drinks. Unsurprisingly, many of the participants used the adjective "feminine" or "girly" to describe Alani Nu. Other descriptives used included tasty, energizing, empowering, and guilt-free. We also found that many discovered the brand through social media platforms, internet ads or by seeing the product in-store.
Our findings suggest that Alani Nu is flourishing with its signaling and linking value because those who knew the brand described it just as the founders intended to market it: for women (feminine/girly), clean (guilt-free), and empowering. These responses exemplify Alani Nu's ability to exhibit who they are as a brand while simultaneously connecting the general audience to like-minded others. In this case, "like-minded others" refers to women who go to the gym to work on their physical health as well as their mental health. Overall, the general consensus of the women in our research was that they would recommend Alani Nu to friends and family members. As we mentioned earlier, Alani Nu is still a young brand, but if it continues to strengthen its signaling and linking value, the brand's popularity will increase among its general audience.
Alani Nu & the Influencer Audience
Social media influencers are a distinctive type of audience for the Alani Nu brand. Although they are not quite professionals in the fitness industry, their reviews are just as critical because their influence (depending on the influencer) is an asset to the fitness community. Fitness influencers are also unique because they assist in signaling and linking value for Alani Nu as they act as semi-endorsers when they review the brand’s products on their platforms. As a result, influencers have the power to increase the number of members in the fitness community while also increasing potential customers for the brand.
LucyLFitness is a fitness and lifestyle blogger from Canada who has 428K subscribers on YouTube. She created an honest review about the brand and its products on her channel, specifically Alani Nu's whey proteins. She states, “The taste of this protein is freakin’ delicious” (LucyLFitness, 2019). The influencer noted that the 30 grams of protein attainable in a single scoop is a lot more than other protein powders available in the market. In regards to the Alani Nu founder, Katy Hearn, Lucy declared, “I think she did an amazing job creating the flavors, the branding, and the quality of the product. She did an awesome job, and I can see that there was a lot of thought and development that came with these products” (LucyLFitness, 2019).
Eric SuperPham is a supplement influencer from the United States who has 6.3K subscribers on Youtube. He reviewed the Alani Nu pre-workout and broke down the ingredients one by one, explaining how the ingredients produce certain benefits, such as muscular endurance, stamina, and circulation of oxygen and blood into the muscle (Eric SuperPham, 2019). Furthermore, he explained how the pre-workout is a transparent product where Alani Nu makes an effort to show their audience exactly what their product contains and how much of each ingredient is in it. He also says, “I’m a huge fan of Alani Nu, and that’s weird coming from a dude because they're mainly aimed towards women and beauty right, but men can be beautiful too” (Eric SuperPham, 2019). It is evident from these reviews that Alani Nu is proving itself to be true to its marketing and purpose and is steadily gaining popularity amongst influencers in the fitness community.
Alani Nu & the Professional Audience
Alani Nu has a variety of nutritional and pre-workout supplements alongside other health and wellness food products that have professionals in the fitness and wellness industry flocking to this brand for its tasty flavors and clean ingredients. These professionals range from certified health and wellness advisors to certified fitness trainers. "The Alani Nu brand is transparent about its product's ingredients, and the doses are designed to closely match what has been shown to work in research studies" (Morgan, 2023). Although Alani Nu targets women, men in the fitness world are well aware of the brand's existence. Andrew White, a Garage Gym Pro fitness trainer, gave a very positive review on Alani Nu in which he stated, "You're looking at a balanced, no proprietary-blends-BS product with solid ingredients at clinically effective doses (except beta-alanine) that should improve exercise performance, focus, exercise capacity, and energy levels without giving you the jitters" (White, 2023). Discover Magazine had a similar raving review stating, “The Alani Nu pre-workout is our favorite since it provides a number of benefits. We take it to promote muscular and bone development while working out, allowing us to achieve our fitness goals” (Smith, 2022).
Regardless if it is women or men in the professional fitness world or a magazine that reports on the latest developments in science, medicine, technology, and the world around us, these consumers primarily focus on feelings of health and safety while using products from the brand. In regards to signaling and linking values, these reviews from professionals in the fitness and wellness industry prove that Alani Nu is triumphing because they mention the things that matter to the fitness community, such as clean ingredients, correct dosages of these ingredients, and improvement to the body’s overall function as it exercises. These reviews from the professionals in the industry not only help promote the brand but give members of the fitness community confidence in choosing the brand’s products that work best for their needs.
Alani Nu & Its Founders
According to the Alani Nu website, the bottom line is that its entire mission is to help its customers succeed. "Whether you want to hit your last rep, hold your next handstand, or balance your hormones, we want to be beside you" (Alani Nutrition, LLC). The brand has a clear and respectable goal to make its customers feel supported, not just in their fitness goals but in their overall health and wellness journey. Alani Nu also mentions its commitment to producing its products in the United States, giving customers a "homegrown" image of the brand. By advertising its manufacturing process, it shows that Alani Nu wants its customers to know where the product is coming from, which also adds to the transparency of the ingredients used.
Founder and CEO Katy Hearn said, "My inspiration behind creating Alani, I guess, came from working with thousands of women over years and getting to know them and getting to know their needs and what they were looking for in a product and also I am our market, I am our target consumer and who we are for" (Alani Nutrition, 2021). Author Michael Beverland discusses three strategies necessary for brand authenticity - consistency, conformity, and connection (2021). Any company that desires to persevere through the years must integrate these strategies into its brand. Based on our analysis, Alani Nu has succeeded with the consistency aspect because it delivers on the espoused values and "walks the walk," such as being for women and making them feel empowered (as was proven in our primary research). In addition, the brand has maintained conformity because its points parity includes clean ingredients that are flavorful and effective for fitness and wellness needs. Lastly, Alani Nu has a strong connection because it fits in with the fitness and wellness community, especially since its founder is their target audience and has years of experience observing and helping other members within the fitness community. By using these brand authenticity strategies, it is apparent that Alani Nu's brand is authentic and effective.
Strategic Recommendations
As we have stated several times, Alani Nu is a young and successful brand targeted toward helping women in every aspect of their health and fitness journey. Our team attributes its sudden popularity and acceptance in the fitness industry to its founders' influencer status and the quality and transparency of the ingredients the brand utilizes in its products. However, there are several areas where Alani Nu can make minor improvements that will immensely enhance the brand and brand equity.
While their social media presence on Instagram, TikTok, and Facebook are relatively consistent and complement each other and the website, there are specific actions Alani Nu should implement. The most significant thing that must occur is increasing diversity in the brand's social media posts as well as print advertisements. While some of their posts feature Black and ethnically ambiguous women, these occurrences are highly disproportionate to the number of white women present in their posts and advertisements. Google and The Female Quotient conducted a survey in 2019 and reported that "64% of all respondents took action after seeing an ad considered to be diverse or inclusive; 69% of Black consumers were more likely to purchase from a brand whose advertising positively reflects their race/ethnicity," (Zalis, 2019). There are numerous benefits to a brand utilizing inclusivity and diversity in its marketing. Brands can reach a larger audience, and brand recognition increases, ultimately boosting the bottom line. Alani Nu will reinforce its commitment to helping all women in their health and fitness journey by improving these visuals.
As mentioned earlier, Alani Nu's Instagram feed has an undoubtedly beautiful aesthetic, but it is to the point where it may seem unreal and untouchable to audience members. There needs to be a more significant effort to connect with its audience, which is something the brand was more successful with in its early years. While Alani Nu occasionally reposts other stories people create that mention its products, the brand should make a better effort to personify itself and engage more with its audience. For example, in 2019, Alani Nu had a short-running recurrent posting called "Workout Wednesdays" that it discontinued for an unknown reason. We recommend rebooting this marketing strategy in order to help personify the brand image and increase its interaction with its audience. The brand has a broad audience of women who think about their health and wellness overall, so a great way to connect with everyone would be to create a series that posts three times a week - Yoga Mondays, Workout Wednesdays, and Pilates Fridays. With little effort, the marketing team at Alani Nu could make the video series as aesthetically pleasing as the rest of its feed. If Alani Nu does not wish to clutter the feed, it could create a pinned highlight and post the series on the account's story, though that would limit the running time of the videos.
Additionally, Alani Nu must increase the frequency and consistency of posts on their Instagram and TikTok accounts. While their competitors, Bucked Up and Animal Pak, have a pattern of posting on their accounts every two days, sometimes multiple times a day if there is a new product, promotion, or event, Alani Nu currently only posts on average once a week, but has gone as many as 13 days between posts. Again, implementing the scheduled workout series as main-feed posts will not only help increase interaction but also the frequency of posts.
On the other hand, the biggest issue in Alani Nu's social media activity rests in its Twitter account. While frequent posting is a popular and recommended marketing tactic for this particular platform, the way the brand currently utilizes it does not match the Alani Nu brand image or level of success. Alani Nu tweets on average three to four times a day, which is agreeable, but the content must change. We recommend eliminating unnecessary direct calls for retweets, shares and likes and instead encourage those actions by better connecting with its consumers. For example, a tweet sent out on May 10th reads, "Retweet if you're a sweet tooth kinda drinker, Like if you can't get enough of our sour flavors!" to which the tweet only received eight retweets and 18 likes. A better tactic would be to post a tweet with a call for a vote containing a graphic created of the two beverages set oppositionally and a poll. Alani Nu's TikTok and Facebook accounts are well-executed. Our team's only recommendation is to increase posting frequency on both social media platforms. The brand does a great job interacting with consumers thro ugh TikTok comment responses, which is an expectation of the platform.
As mentioned in the brand analysis, Alani Nu's "About Us" section on its website is incredibly sparse. In contrast, its competitors, Bucked Up and Animal Pak, have very informative "About Us" sections that help personify their brands. Alani Nu makes several claims in this section that are not expanded on and hold no real merit, especially since none are at the front of its marketing endeavors. Additionally, though the brand claims to aim for ingredient transparency, it must provide more information on the product ingredients. Our team recommends that Alani Nu either create a blog to write about the ingredients it uses alongside other health and fitness articles or include them in the product descriptions like its competitor Bucked Up.
By following the above recommendations, Alani Nu's brand and brand equity will significantly improve.
Limitations
There are some potential limitations to this brand audit. The first is the time constraint in which we had to conduct it. A more thorough survey should be created to understand why the "gym rats" who work out 3-4x a week use a different pre-workout or protein supplement than Alani Nu's products. In addition, other sample audiences should participate, for example, people from different gyms and workout environments, such as LA Fitness, yoga studios, and pilates classes. Conducting an extensive survey could reveal vital information about the brand's audience.
References
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