Natalia Forster Changes the Game With VOICE x SPORT

Mar. 11, 2026

As performance demands intensify across elite sport, mental resilience is becoming as strategically important as physical training. In response to these pressures, business therapy lab VOICE is expanding its offering with VOICE X SPORT: a personalised blueprint for athletes, sports professionals, brand teams and businesses that strengthens performance and nurtures personal identity. Empowering athletes to thrive under pressure - while retaining and reconnecting with their authentic selves.

VOICE x SPORTS is launching officially today, after a number of successful pilots with some of the world’s leading sportsbrands.

The new venture is a timely expansion of VOICE, the groundbreaking business therapy lab founded last year by seasoned advertising leader Natalia Forster. Drawing on Forster’s extensive sports marketing experience - including 12 years working on the global adidas account at some of the world’s leading ad agencies - VOICE x SPORT offers an alternative to one-size-fits-all performance models, rooted in the belief that no two athletes experience pressure the same way.

Before launching VOICE in 2025, former TBWA, WK, 180 and GUT Amsterdam executive Natalia Forster spent more than a decade shaping global campaigns for adidas, helping drive some of the brand’s most impactful and memorable moments.

Adidas VP Erika Wykes-Sneyd credits Forster’s “visionary insights and strategic acumen” with helping propel adidas to new heights, describing her as “a force for positive transformation within adidas and beyond.”

The first system of its kind, VOICE x SPORT recognises the unrelenting challenges that modern athletes face. Increased social media scrutiny and sponsorship demands, coupled with calls from fans, partners, and organizations for authenticity, purpose, and individuality have transformed sportspeople into cultural platforms - laden with responsibilities and pressure.

At a time when some of the world’s most visible athletes are openly declaring that their difference is their superpower, VOICE X SPORT responds to a growing cultural shift: one where individuality is no longer a liability, but a competitive advantage.   It’s no surprise that a recent peer-reviewed study revealed that up to 77% of athletes have experienced “choking” ( failure to perform) under pressure, while others struggle with identity and career transitions once professional sport ends.

Using VOICE’s proprietary VEMM (Voice Essence Map Method), the programme begins with an intensive 2.5 hour deep dive session and evolves into a personalised VOICE Blueprint spanning positioning, purpose, narrative and rollout strategy. Through this structured framework, VOICE empowers athletes to reconnect with their core values and aspirations, articulate their distinct voices and transform their identities into powerful shields against the demands of the sporting world. This approach also helps them answer the enduring question: what comes next?

Natalia Forster, founder of VOICE, said:

“Athletes are wired differently. There's a hunger and a drive that I haven't witnessed before.   The question is how do we protect that long term? Our work supports them in the present, fostering a deep sense of self,   community, and equity that help shape how sport is experienced and sustained at every level, helping them perform at their best under pressure, while also preparing them for what comes next. From career transitions to business and brand building, VOICE helps athletes answer critical questions: How can I protect my performance? What can I build when the game changes? Every strategic and performance decision within VOICE is anchored in the one thing that never changes: their essence.”

 

Marta García Alonso, Pro Athlete, said:

“No one has ever approached a conversation about my future from such a personal place, and in the end it’s true that you create from who you are. The VOICE workshop is as unexpected as it is special"