MuscleTech, the brand that sponsored superstar athletes like Phil Heath, Jay Cutler and Flex Lewis now has a new face of the franchise in Henry Cavill. Henry Cavill is most famous for his role as Clark Kent in the movies Man of Steel, Justice League and Batman v. Superman but recently is the star of Netflix’s hit series Witcher. Henry Cavill will serve as the brands Chief Creative Director and Global Brand Ambassador.
This is the brands first play in the world of Hollywood celebrities. Iovate Health Sciences, the parent company for MuscleTech, is excited about the addition of Cavill.
“When we set out to redefine MuscleTech’s brand, we looked to define strength by more than just muscle. We also promised to stay true to our commitment to first class ingredients, the smartest formulations and most rigorous research in our industry. This standard of excellence fueled our Strength Redefined campaign and helped us define our brand, logo, and purpose,” said Jarrod Jordan, Chief Marketing Officer at Iovate Health Sciences International Inc., the parent company of the MuscleTech ® brand. “When we commenced our search to find a team member who embodies the smarts, excellence, and hard work to align with our rebrand, we immediately thought of Henry Cavill. He personifies MuscleTech ® , not only in terms of his intense training regimen and science background, but also with his commitment to well-being, involvement in community, and philosophy on life. We are excited to have him join us in this exciting endeavor.”
Henry Cavill has a connection with Dwayne Johnson, known to wrestling fans as ‘The Rock.’ Henry’s agent is Dany Garcia, co-founder of 7 Bucks Production and professional bodybuilder. Cavill and Johnson also share the same trainer, ensuring their physiques are in top physical condition.
Iovate tells Fitness Informant that Cavill will be involved in the brand deeper than just the ambassador level. Cavill has a love for fitness and nutrition and will play an active, hands-on part in reformulations, flavorings and a potential line from the brand.
As MuscleTech’s new Chief Creative Director, Cavill will be the face of MuscleTech’s global rebranding efforts, which recently launched in the United States in late 2020 and will roll out globally in 2021. MuscleTech’s acclaimed “Strength Redefined” purpose and campaign, which extend well beyond personal physique, aligns with the actor’s other passions including charity, animals, and technology. Part of Cavill’s role will also include collaborating with MuscleTech’s renowned nutritional scientists on the creation of novel products, helping to drive innovation in the industry while inspiring consumers to grow stronger together as a community.
Cavill has a rather large social media following with nearly 15 million followers on Instagram. Cavill’s Instagram features training tips and video.
“Something I have always believed in, and seen throughout my travels and experiences, is that strength is far more than muscular power, or cardiovascular fitness. It’s something that comes from within,” said Cavill. “Not only does MuscleTech understand this, but they preach it. Redefining strength is their by-word for accessibility for all, and cultivation of ourselves, no matter our starting point. This is a brand for everyone who is willing to explore the depths of their inner fortitude and see where it may take them. My partnership with them is an exciting opportunity, and I am looking forward to sharing our ideas with the world.”
To be honest, we typically wouldn't post something like this, but I thought it was a unique approach to marketing for the brand. We have a Hollywood stud who has commonalities with The Rock, who also has a massive social media following, who also happens to have a science background joining the MuscleTech brand. How hands-on will he be? Time will tell, but I believe his positioning and influence in the market could bring a whole new list of buyers into the Iovate family.