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Smashing steaks with NBA star Steven Adams

Beef Checkoff Steven Adams smashing steaks
The Oklahoma Beef Council’s partnership with Steven Adams has consumers ready to “smash steaks.”

Nearly one year ago, the Oklahoma Beef Council announced an exciting new partnership with Oklahoma City professional basketball player Steven Adams.

An unlikely pairing, Adams tall physique tends to stand out in most crowds, but it’s his new message showing a strong support of beef that is really gaining attention in Oklahoma and across the nation.

In January, Adams told the press, “I have fond memories of spending time with my brother working with him on his dairy farm. Because of this, I have a major respect for farming and ranching families whether they are here in Oklahoma or my home country of New Zealand. Through this partnership I have the opportunity to help share their story while also featuring the nutritional role beef plays in my diet.”  

In a digital marketing campaign, funded by the Beef Checkoff Program, Adam’s love of beef is highlighted as he proudly tells his viewing audience, “I eat beef all the time. I smash steaks.”

“Smashing steaks” has been the theme in Oklahoma this year, and the Oklahoma Beef Council launched, “Steven’s Steak of the Month Club.” Adams is the sole member of this club and receives his favorite cuts of beef every month, which helps him fuel his workouts and perform well as he plays on the basketball court.


This collaboration is timely because there is a growing trend of elite athletes going vegan. These plant-based professional athletes include Cam Newton, Tom Brady, Venus Williams, Kyrie Irving and Alex Morgan, just to name a few.

Their voices are strong and their message is clear — you can perform at an optimal level without animal fats and proteins.

And while I could point out many examples of professional vegetarian athletes who have been benched due to injuries that won’t heal, it’s probably more effective to share the athletes who have found success by eating more meat, not less.

Athletes who follow ketogenic (high fat, moderate protein, low carbohydrate) diets include LeBron James, Tim Tebow, Adriana Lima, Kobe Bryant and Brendan Schaub.

Yet, are any of these elite athletes, models and super stars strong voices for America’s cattlemen and women?

Maybe yes and maybe no. But it seems like the Oklahoma Beef Council has found a solid partner in Adams.

In the latest collaboration, created by the talented Brooke Clay Taylor, digital strategy consultant at Rural Gone Urban, Adams encourages his fans to join the “Steven Adams Academy of Smashing Steaks.”

The video is shot in a faux infomercial style, with the world-renowned athlete traveling to speak to eager students about how to prepare a perfect steak, how to grill and of course, how to smash steaks just like he does.

Watch the video clips by clicking here.

While the “Steven Adams Academy of Smashing Steaks” is fictional, there is merchandise available on the campaign’s website, Proceeds from this merchandise is given to the Food for Kids Program of Oklahoma and the Sports Pathway Trust of New Zealand.

Shop the merchandise here. (I have my eye on the Official Smashing Steaks 32 Oz. Tumbler!)

I think this campaign is a slam dunk for beef! This partnership should be shared far and wide because it perfectly contrasts the plant-based craze that is dominating conversations about athletic performance.

Check it out and let me know what you think about this campaign. And let’s smash some steaks today and every day, just like Adams!

The opinions of Amanda Radke are not necessarily those of or Farm Progress.


TAGS: Beef Quality
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