Athlete's Pick

A sports nutrition brand for people who train, operated by Hybrid Athletic Lab. It connects trusted wellness and nutrition products with Korean athletes and consumers.

Brands grow through storytelling and creator partnerships rather than price competition — distributed via social commerce on Instagram, TikTok, and YouTube, with demand built through content-driven selling and live commerce.

From product planning to detail pages, the Cafe24 store, and repeat-purchase design, it's run hands-on by a small team. The field notes from that work live on noi.works.