OLLY & Osaka: A New Playbook for Mental Health Advocacy

SAN FRANCISCO, CA – May 01, 2026 – In a move that aims to redefine the landscape of celebrity endorsements, wellness brand OLLY has announced a year-long partnership with tennis champion and activist Naomi Osaka. The collaboration launches today, the first of Mental Health Awareness Month, with the "Do What Serves You" campaign, a multi-faceted initiative designed to empower women to prioritize their well-being without guilt.

The partnership pairs a B-Corp known for its accessible supplements with an athlete who has become one of the world's most prominent voices for mental health. It's a venture backed by a substantial new $1.5 million grant commitment from OLLY, signaling a deeper investment in a cause that both the brand and its new ambassador have long championed.

Beyond the Endorsement: The Power of Authenticity

In an era of increasing consumer skepticism, the OLLY-Osaka partnership stands out for its perceived authenticity. This is not a case of a celebrity simply lending their face to a product. For Osaka, the advocacy is deeply personal. Her journey into the mental health spotlight began in 2021 when she withdrew from the French Open, citing the need to protect her mental state from the pressures of mandatory press conferences. In a subsequent essay for TIME magazine, she courageously wrote, "It's O.K. Not to Be O.K.," revealing her long battles with depression and anxiety.

That moment sparked a global conversation, challenging long-held stigmas about mental health in professional sports and beyond. By using her platform to advocate for change, Osaka transformed her personal struggle into a powerful movement, earning support from fans, sponsors, and fellow athletes.

This history lends significant weight to the new campaign. "This partnership is personal to me—I've used OLLY products for years, and I'm deeply aligned with what they stand for beyond their products," Osaka said in a statement. Her role transcends that of a traditional brand ambassador; she is a collaborator whose lived experience informs the very core of the campaign's message. For her, "Do What Serves You" is a personal practice. "It means finding small moments in the day to just pause and be with myself," she explained. "It's not always easy, but I've learned how important it is to carve out even a little time to honor my own needs."

Tackling the Silent Burden on Women

The "Do What Serves You" campaign directly addresses a pervasive yet often invisible crisis in women's health. The initiative is anchored by stark findings from a recent Hologic-Gallup survey, which revealed that 63% of women in the U.S. struggle to put their own health first. The campaign's core message—that caring for others begins with caring for yourself—is a direct response to this reality.

The survey data paints a detailed picture of the barriers women face. Overwhelming majorities cited feeling overwhelmed (72%), their own mental or emotional health (60%), and the need to care for others before themselves (58%) as major obstacles. These pressures are particularly acute for younger women, with 81% of Gen Z and 68% of Millennials reporting that their mental health is a barrier to prioritizing their overall health.

"Women are constantly balancing competing priorities, and too often their own wellbeing comes last," said Renee Fuller, Vice President of Marketing at OLLY. The campaign aims to dismantle the guilt often associated with self-care and reframe it as a necessary foundation for showing up fully in all aspects of life. "With 'Do What Serves You,' we hope to encourage women to take care of themselves in ways that feel right for them—because when you're supported, you're better able to show up for the people and things that matter most," Fuller added.

A Tangible Commitment to Change

To ensure the campaign's message is backed by action, OLLY is deepening its philanthropic efforts with a new commitment of $1.5 million in grant funding over the next three years. This is not a new area for the brand; it builds upon a history of support that includes over $1.5 million in grants and partnerships dedicated to mental wellness since 2021.

That year, OLLY launched "Project Feel-Good," an initiative focused on reducing mental health stigma, particularly for youth, through a partnership with The Jed Foundation. The company has also been a long-term partner of the SeekHer Foundation, supporting research and programs dedicated to improving women's well-being. The new campaign kicks off with a fresh $30,000 grant to SeekHer, reinforcing this established relationship.

Moving forward, the funding will also support a slate of other nonprofit partners, including Girl Up, The National Menopause Foundation, and Postpartum Support International. This strategic allocation of resources demonstrates an understanding of the diverse challenges women face at different stages of life, from adolescence to menopause and motherhood. By combining Osaka's powerful advocacy with substantial, long-term financial backing for organizations on the front lines, the partnership aims to create tangible, lasting impact.

The initiative will be brought to life through a comprehensive 360-degree media campaign, including a high-profile takeover of New York's Times Square, extensive social media and influencer partnerships, and placements on streaming platforms. Throughout the year-long partnership, Osaka will collaborate on content and activations, sharing her wellness journey to inspire others to set boundaries, ask for support, and unapologetically prioritize their own mental health.