When BioSteel began posting about a stolen truckload of product, it honestly looked like an elaborate joke. The Canadian hydration giant shared surveillance-style highway footage, stamped a truck image with “STOLEN”, and asked followers to help track it down, complete with a bounty. It was the sort of strange marketing story that felt deliberately over the top, and plenty of people understandably questioned whether BioSteel was simply trolling.
Dan Crosby, the owner of the hugely successful brand BioSteel, has now stepped in to confirm the incident was completely real. According to Crosby, a shipment carrying hundreds of thousands of dollars in BioSteel products was collected for transport and never reached its destination. A police report was filed, the load was insured through the logistics company, and BioSteel is still attempting to determine exactly where all of that product ended up.
To add even more truth to the story, the company is now trying to find it and is offering a reward. BioSteel does know the precise lot numbers printed on the missing products and has opened an online tracker where customers can enter the code from their bottles to see if they have one. Anyone who discovers a match will be entered into a very worthwhile draw to potentially claim the bounty or grand prize, however you see it, which is a year’s supply of BioSteel.