If, amidst an onslaught of celebrity wellness brand launches, you’ve been wondering to yourself ‘I wonder what David Beckham is doing right now?,’ then we have your answer.
The former soccer superstar is introducing a nutritional supplement venture called IM8 in partnership with Hong Kong-based Prenetics Global that may be poised to compete with the likes of trendy powders like Bloom and fellow initials-numeral brand AG1.
The online brand is launching in two SKUs: a powder, Daily Ultimate Essentials ($99, or $79 with a monthly subscription), and a capsule, Daily Ultimate Longevity ($89/$75 with monthly subscription). While Beckham’s celebrity may catch the attention, the company says it’s backing the products with independent third-party testing.
Beckham is following Tom Brady and LeBron James into the elevated lifestyle breach.
While Brady and James’s brands offer full suites of functional products, Beckham and his team are positioning IM8 as a simpler solution – its Essentials supplement is billed as an All-In-One, made with 92 ingredients covering nearly the full alphabet of Vitamins in addition to various electrolytes, amino acids, superfoods and more.
Visually, the Supplement Facts looks more like a page from a college textbook than a panel.
For IM8 parent company Prenetics Global, convenience is a conscious piece of the strategy. CEO Danny Yeung told Forbes this week that it can be “quite cumbersome” for consumers to have large daily supplement routines. That sentiment helps position its “Beckham Stack” as a simplified solution with a lifestyle branding angle built-in.