Endurance nutrition brand Science in Sport (SiS) has appointed M&C Saatchi London as its lead UK strategic and creative agency.

Following a competitive pitch, the agency will now collaborate with SiS to create a platform that embodies its history of working with the world’s best athletes. The idea is to engage with the broader amateur endurance participants on an emotional level.

The new brand platform will target sports such as cycling and running and will feature across digital and social channels, as well as being activated through events and partnerships.

SiS is reportedly trusted by 320 elite teams and institutions globally, including INEOS Grenadiers, Elite Running Team and Tottenham Hotspur.

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“From the first time we met with M&C Saatchi, it was clear they understood our business and the challenges we face as a brand,” Science in Sport CEO Stephen Moon said. “And more importantly, they understood the incredibly specific mindset of the endurance athlete, at every level. We’re looking forward to a long-lasting strategic and creative partnership with them as we seek to bring our impressive heritage to life.”

The account win comes at a time of growth for M&C Saatchi London, which has recently picked up a number of business wins as well as making a raft of new hires.

M&C Saatchi London chief strategy officer Sophie Lewis: “We’re genuinely thrilled to be partnering with Science in Sport. It’s rare to have the opportunity to work with a brand which has such an engaged and passionate community of customers, and we see huge potential to further grow its customer base by leveraging its history and association with the world’s best endurance athletes.”