The partnership centers on the company’s Rising Tides Army, an initiative that recruits athletes and public advocates to challenge the pharmaceutical status quo. For SHARx CEO Corey Durbin, the collaboration is a strategic move to move the conversation out of boardrooms and into households. By leveraging Cunningham’s reach, the firm aims to frame high medication costs as a direct threat to family budgets and business sustainability rather than a distant healthcare policy debate.

SHARx operates by assisting self-insured employers in navigating complex pharmacy benefit systems to lower costs. Durbin argues that the current industry model often leaves employees choosing between basic necessities and life-saving medication. By utilizing plain language and high-profile storytelling, the company hopes to demystify coverage rules and provide transparent, accessible alternatives to traditional, high-priced pharmacy plans.