Olympic gold medalist and reigning 100m world champion Sha’Carri Richardson has joined forces with heritage chocolate brand Turtles® to launch the new “It’s Slow Good” campaign — a delicious reminder that joy is found not just in motion, but in the moments we pause to savor.
The campaign — a nod to a culture increasingly defined by speed, hustle, and burnout — challenges fans to embrace life’s slower pleasures. And Richardson, known for her unmatched velocity and vibrant authenticity, is the perfect messenger.
“Growing up, Turtles was always a treat – something we celebrated with,” said Richardson. “For me, it’s not just candy – it’s about connection. Every time I have Turtles, it takes me back, keeps me grounded, and reminds me to slow down and celebrate wins, both big and small.”
A short film released on Sha’Carri’s and Turtles’ social channels shows the world champion embracing a “slow day in the life” — knitting, stretching, helping children cross the street, and relishing a chocolatey moment of stillness.
In contrast to the intensity of international competition, this visual love letter to self-care speaks to the heart of the campaign’s message: slowing down is not a weakness — it’s essential.
Backed by research, the campaign also highlights the mental and emotional toll of America’s fast-paced lifestyle. A Turtles®-commissioned survey of over 2,000 U.S. adults revealed that 93% of Millennials and Gen Z feel overwhelmed by the speed of daily life, while 83% say slowing down makes them feel happier, calmer, and more present.
“With layers of rich chocolate, creamy caramel, and crunchy pecans, you simply can’t eat Turtles fast — it’s an experience meant to be slowly savored,” said Ahad Afridi, Chief Marketing Officer at pladis Americas. “And Sha’Carri’s message of finding joy in stillness is exactly what our culture needs right now.”
For a brand that has embodied “the art of slow” since 1916, the collaboration is more than marketing — it’s a cultural moment. By linking tradition with the vibrance of one of today’s most celebrated athletes, Turtles® and Sha’Carri are inviting a new generation to rethink the rush.
Whether you’re winning gold or just making it through the day, they say, you deserve a moment to celebrate — and savor.
To join the “It’s Slow Good” conversation, visit www.demetsturtles.com or follow Turtles® on Instagram: @turtles_chocolate.
