BioSteel High Performance Sports Drink is an elite energy supplement intended for top athletes and hardcore fitness buffs – a group that’s constantly bombarded by claim-driven marketing. To cut through the clutter, we reimagined the ubiquitous cellphone case as a line of free weights and left them at various gyms for members to try. For the sake of practicality, and to encourage use, the heaviest case weighed 5 lb. 
Back to Top