Lifeist Wellness’s subsidiary Mikra Cellular Sciences has established a strategic partnership with the ASICS Runkeeper app and the Race Roster platform to engage athletes and promote its performance-focused supplements, according to the company.
Signed on May 26, 2025, the collaboration enables Mikra to integrate branded challenges within the Runkeeper app and product messaging during event registrations via Race Roster. In June, Mikra launched exclusive fitness challenges within Runkeeper targeting its U.S. user base of runners and fitness enthusiasts.
The company said that this arrangement positions Mikra to reach motivated athletes at key engagement moments while reducing traditional advertising costs. Mikra’s first campaign reportedly generated approximately 39,000 new users and more than 7,500 race entries.
Mikra is described by the company as a supplement brand rooted in its “Mind‑First Movement” philosophy, offering science-backed formulations focused on cognitive and emotional resilience to support athletic performance and recovery.
By leveraging Runkeeper’s digital fitness infrastructure and Race Roster’s registration platform, the company claims to enhance both reach and conversion efficiency, aligning its direct-to-athlete engagement with data-informed marketing and performance nutrition trends.
This strategic initiative supports the company’s broader aim to accelerate customer acquisition, drive targeted engagement, and advance Mikra’s position at the intersection of fitness technology and cognitive performance nutrition.
