The category of topical pain relievers is pretty under-penetrated. And it’s not necessarily the sexiest in the CPG space either.

With those two points in mind, Biofreeze, a line of pain relief creams, gels and sprays owned by sports medicine company Performance Health, knew it had to stand out. The brand’s primary goal right now is to engage not only with professional athletes, but everyday consumers who want wellness with their work outs.

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