NutraCast: New History on appealing to the urban athlete

Tyrone Faverey, co-founder of New History, said the brand was designed to provide representation around inner city, urban athletes and People of Color. From using branded nootropic ingredients to imagery of urban comic pop art, New History is appealing to a demographic that has been historically overlooked in sports nutrition.  

“What you’ll find in the sports nutrition space altogether is that there’s very little representation around People of Color when we’re talking about some of the bigger players in that space,” Faverey said. “I’m not talking about models or just visual representation, I’m talking about leadership just in general. So what we’re trying to do is bridge that gap a little bit, provide the urban community with a little bit more education around supplementation and nutritional resources.”

New History’s pre-workout supplement is designed to meet the unique fitness and nutritional needs of the urban athlete. Featuring branded ingredients like Astragin, Cognizin, CognatiQ and Nitrosigine, Faverey said that when it came to formulating, his team went all in. 

“And when I say all in, we got to come in with top-tier support, top-tier consultation, top-tier ingredients, top-tier product—the whole deal,” he said. “We decided that if we’re going to do this thing, then we’re going to do it. So me, my partners, a couple of consultants and individuals inside of other spaces, we all came together and then worked with the manufacturer to really develop something that we thought could be effective and not intimidating. We did a lot of R&D. We did a lot of testing. We worked with a lot of ingredient manufacturers and then we landed on the four [branded ingredients] that we have here in the product today.”