Jameson CampAdvising on AI and GTM | 2x Exits

Best marketing campaign of 2026

11 Sept 2026 · 1 min

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0:56

In this YouTube commentary, Jameson Camp highlights Mark Lew’s unconventional marketing campaign for the upcoming HYROX race, where Lew sells ad space on his own body to brands. Camp notes that Lew has earned over $112,000 from the deals, with sponsors such as Higgsfield purchasing chest and back placements and Stan Store buying a butt placement for its Stanley product. He emphasizes Lew’s large social footprint—400,000 Twitter followers and 150,000 YouTube subscribers—and argues that the exposure a sponsor receives (a viral X post valued at $10‑20k and a dedicated YouTube video worth $25‑30k) far exceeds typical paid‑post rates, making the arrangement an exceptional ROI. Camp concludes by asking viewers whether they would invest in such body‑sponsorships or consider the approach absurd.

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Nobody outside of Twitter is talking about this yet, but the best marketing campaign of the year is going to be Mark Lew selling ad space on his body to big brands for the next HYROX race. He's made over $112,000 doing this, first of all, and brands like Higgsfield have bought ones on his chest and his back, and then Stan Store has their new product Stanley, they bought his butt. Let me explain why this is the best deal of all time for Stan Store and Higgsfield and everyone else. So Mark has 400,000 Twitter followers, and he does not actually take paid posts normally. I would say that's probably 10 $20,000 paid post if he did. And already the content is going viral, so people got their money back there. But for everyone who did the sponsorship, they are getting a post on X from his account that's probably worth another $10,000 or $20,000. They're gonna get a YouTube video about them to his 150,000 YouTube subs. That's probably another $25,000, $30,000. Curious whether you would also spend the money or you think this is ridiculous and him just selling his body.