Maurten was an innovation in sports – a carbohydrate gel and sports drink based on hydrogel technology, helping elite athletes perform without side effects or the stomach problems and cramps that are a common problem with energy supplement products. The challenge? Many elite athletes used Maurten under the radar, as they’re already sponsored by other brands – global giants with budgets Maurten cannot compete with. Making it difficult for Maurten to reap the fruits of this success. So Maurten decided that if they could not win on raw strength, they could instead outwit their opponents and turn a problem into a strength.