Baouw signs two running ambassadors in Étienne Daguinos and Méline Rollin

Athlete signings by sportswear brands get most of the attention, but runners rely on another crucial piece of the performance puzzle: nutrition. It is a fiercely competitive market, and brands are just as keen to recruit the best athletes. Baouw Organic Nutrition has made a major move, signing two of France’s leading road runners, Étienne Daguinos and Méline Rollin. Both are elite athletes with international credentials and two of the most prominent faces of French running in recent years. Their arrival suggests that the Annecy-based brand is broadening its focus and shaping a new strategy around road racing and the marathon, while staying true to the identity it built in the mountains.

Nutrition: performance’s new strategic battleground

Scientific research has multiplied in recent years. Optimized carbohydrate intake during exercise, sodium management, carb-loading strategies… Nutrition is no longer an afterthought in the marathon. Sometimes, it is the difference between hitting the wall at 30K and finishing strong. The biggest international brands are locked in a fierce battle. Gels, isotonic drinks, innovations designed to ease digestion… The market has become fiercely competitive and highly innovative. Amid these giants, Baouw is taking a somewhat different path. More local. More Alpine. More raw. More organic. More “cooking than chemistry,” as the brand likes to say.

Until now, the brand had been associated mainly with trail running and endurance sports in the mountains. That makes sense: it was born in the heart of the French Alps. But by signing Étienne Daguinos and Méline Rollin, Baouw is clearly taking a step toward high-performance road racing. And the best may still be to come.

Étienne Daguinos: a young talent already at the top

It is hard to imagine a more symbolic signing than that of Étienne Daguinos. He has been one of the leading figures in French distance running over the past two years. The French 10K record holder with a 27:04 in 2024, winner of the 2025 Paris 20K in 56:18, a new course record, and the author of French and European 10K records in 2024, he represents the new generation of French road runners. He has only just turned 26. Serious. Meticulous. Obsessed with performance. But above all, an athlete with an infectious warmth.

On Baouw’s website, he sums up his view of the brand simply: “The nutrition that will help me pursue excellence and push back my limits .” By signing the US Talence athlete, Baouw is not merely recruiting a fast runner. The brand is joining forces with a highly credible, widely respected figure in the sport who also has a growing following, having recently launched his YouTube channel. And when nutrition is part of the conversation at the highest level, credibility matters.

Méline Rollin: an athlete with a bright future

At just 27, Méline Rollin is already a leading name. Her 2:24:12 in Seville in 2024, achieved in only her third marathon, made her the third-fastest French woman in history. An Olympian in Paris, the Ardennes native embodies patient, deliberate progress. She is an athlete who does not skip steps.

From the 10K to the marathon, she has built a reputation for discipline and a flawless understanding of effort. Her profile fits Baouw’s DNA perfectly: performance, yes, but with respect for the body and long-term development. For an athlete who is passionate about cooking and has created a blog and Instagram page dedicated to her recipes, the partnership with Baouw makes perfect sense. Rollin’s signing also sends a strong signal: the brand is establishing a concrete presence in the marathon, where nutrition is arguably more decisive than anywhere else.

Major signing in French running: Baouw welcomes Étienne Daguinos and Méline Rollin. A strong strategy in the high-performance sports nutrition market, spanning the marathon, 10K and major ambitions.

Baouw broadens its strategy from the trails to the road

Until now, Baouw had been known mainly for trail running and outdoor endurance sports. Its roster includes renowned trail runners and athletes such as Thibaut Baronian, Vincent Bouillard as well as Emma Lombardi and Loana Lecomte. But the range is actually extensive: gels, purées, bars, fruit compotes, isotonic drinks, recovery products and electrolyte tablets. These products work just as well for a trail runner as for a marathoner.

With these two signings, the brand is taking its first concrete steps into high-performance road racing. It is a fairly logical diversification strategy. Road running reaches a huge audience, and elite performances have a direct influence on everyday runners. When a French record holder uses a product, we want to do the same to optimize our own performance. And when a marathoner competes at the Olympic Games with a carefully planned nutrition strategy, we want to learn from her approach.

A distinctive identity in the nutrition world

Founded in 2017 by Gilles Galoux, Benoit Nave, a nutritionist, and Yoann Conte, a Michelin-starred chef, Baouw was built around a simple idea: make food, not chemistry. Whole ingredients. Fruit, vegetables, nuts and seeds, quality olive oil. High Yuka scores. A commitment to sustainability. And a genuine team culture. The company even holds the prestigious B Corp certification, reflecting an exemplary commitment to corporate social responsibility.

Today, the brand has around 40 elite athletes on its roster and is the official nutrition partner of the French Athletics Federation. Its products are available in more than 1,100 specialist stores. But beyond the numbers, what stands out most is the spirit of solidarity and authenticity the brand embraces. Team sport, even in an individual discipline. Those arguments surely helped convince Étienne Daguinos and Méline Rollin.

The signings of Étienne Daguinos and Méline Rollin mark a turning point for Baouw. This is more than a marketing announcement. It is a genuine strategic position. The Annecy-based brand is showing that it no longer wants to support athletes only on Alpine summits. It also wants to play a role on the road. And in a market where nutrition is becoming as strategic as carbon-plated shoes, moves like this matter. We cannot wait to see how the partnership plays out at the major races in 2026. If nutrition really is the next frontier in performance, Baouw has clearly put its pieces in the right place.

✔ Discover the full Baouw range on the brand’s official website www.baouw-organic-nutrition.com.