Filmmaker Justin Anderson saw the condom shortage at the winter Olympics as an opportunity to merge his patriotism and entrepreneurial spirit.
Sporting the U.S. flag’s stars and stripes design on his pants — topped off by a red letterman-style jacket — his CheersJustin character answered the call to “protect” American athletes at the 2026 Milan Cortina Winter Olympics.
The Fort Worth-based entrepreneur set his first foray into film in Italy with a trailer titled “The Cortina Protocol,” which chronicles CheersJustin’s adventures as the hard-to-miss character hands out condoms to various attendees and athletes at the Games.
You might have spotted the well-meaning, though maybe not too bright, CheersJustin in the background during some games. If you missed him there, you can see his new film trailer released Sunday.
“Think of Borat, but in a more positive way. We’re not making fun of anyone. CheersJustin is the character we’re making fun of,” Anderson said.
The social media savvy businessman, known more for Woats brand granola and Bel Air meat sauces, recently launched Goldust Pictures, a new film production company.
Like many ventures by Anderson, he didn’t start small. Much of his first film was set at the Olympics in Italy.
The “protection” CheersJustin offers the athletes and attendees is a reaction to stories that the Olympic Village was quickly running out of condoms.
Anderson’s film ambitions date back to a trip to the 2018 Winter Olympics in Pyeongchang, South Korea, and then covering USA Shooting’s first and only international Olympics competition before the 2020 Summer Olympics in Tokyo.
He was inspired by Brent Folan, a former Fort Worth resident who gained fame for photobombing athletes during the 2016 games in Rio de Janeiro.
It was a combination of kismet and condoms that sparked Anderson’s idea for the film.
“I was actually chatting with Brent who was at the Olympics, and he said the Winter Games were so much fun,” Anderson said. “Right after he messaged me, I refreshed Instagram. And the first thing on my feed was a story about the condom shortage, and I immediately thought ‘this is a job for CheersJustin.’”
Equipped with 500 boxes filled with two condoms and two bottles of lubricant each he obtained locally, Anderson got into entrepreneurial mode.
He printed stickers for the boxes that said: “CheersJustin, the nation’s first line of defense for Team USA. America’s partner in ‘foreign relations.’ Not paid for by the U.S. State Department and/or Central Intelligence Agency.”
“It’s a fun thing, and I handed out condoms and just had a great time,” he said. “The energy of the Olympics is like nothing else. I don’t normally keep up with sports, to be honest. With the Olympics, it is just this international party, and everyone is invited.”
Anderson attended the Olympics with filmmaker Voy Pearson. “The Cortina Protocol” features Olympic sports photography from George Lowe.
But that was just the start. Anderson is gearing up to film his first feature-length production, which will include scenes from the Olympics. He plans to shoot a majority of the picture in Fort Worth, with additional locations in New York and Italy.
Anderson said he plans to develop narrative concepts that celebrate American cultural icons. He describes these projects as a blend of “gonzo journalism with stylized action and irreverent humor in the tradition of classic American independent cinema.”
Anderson was an early entrepreneur with a flair for gaining publicity.
Attending high school in Houston, Anderson broke one of his braces on a hard cluster of his favorite crunchy granola snack. Anderson had learned to cook from his Puerto Rican grandmother and Cajun-French mother, so he went to work on a more braces-friendly granola.
In 2005, with a $500 loan from his grandmother, he started his first company, Anderson Trail Premium Soft Granola and convinced buyers at Central Market to place an order. Anderson became the youngest vendor in the grocer’s history at age 18.
He graduated high school in 2005 and was recruited to attend Texas Christian University by David Minor, himself an entrepreneur several times over and then at the school’s Neeley Entrepreneurship Center.
Shortly after college, Anderson transitioned the granola brand to Woats, repositioning the product as a “healthy indulgent” snack. The snack had wide appeal as Anderson discovered while at the 2018 Winter Olympics in Korea. He was getting photos with some of the U.S. Women’s hockey team. One of the players saw Anderson’s jacket which read, “Powered by Woats.”
“They had just gotten their gold medal, and the player came over and asked me if I was the Woats guy. And she said she used to go to a Target in Minnesota to buy it, so we did a video together,” Anderson said.
After going back to cooking during the pandemic, Anderson introduced Bel Air Ranch Herb & Spice Co. in 2021. He once again partnered with Central Market, which exclusively markets the brand in their meat department.
Along the way in his entrepreneurial journey, Anderson has befriended celebrities like Martha Stewart and Snoop Dogg.
Since 2021, Anderson built a relationship with Panavision, the provider of cameras and lenses used by many major motion picture productions. Anderson said he will film the movie using their large format cameras and lenses in both digital and film. He doesn’t have a timeline, but he wants it completed as soon as possible.
“It’ll be fun,” he said. “It introduces the CheersJustin cinematic character and, as the trailer shows, he answers America’s call to protect American athletes celebrating competition in a way that’s very American with big Texas swagger.”
Bob Francis is business editor for the Fort Worth Report. Contact him at bob.francis@fortworthreport.org. At the Fort Worth Report, news decisions are made independently of our board members and financial supporters. Read more about our editorial independence policy here.
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