As the world turns its attention to World Cup action, direct selling companies are playing an integral role in fueling the elite athleticism seen on the field and the fandoms that want to improve their own wellbeing and workouts.
Herbalife has partnered with Cristiano Ronaldo for more than two decades, and as the World Cup brings even more attention to his phenomenal abilities and curiosity about his training regimen, Herbalife shared a four-part framework that everyday consumers can turn to as a way to improve their own performance:
- Prepare – Eat every 2-3 hours and include protein and fluid intake each time
- Perform – Monitor how your body is feeling during exercise
- Recover – Rest and consume protein and hydration to replenish what your body used during exercise
- Repeat – Consistency creates habits
“We’re really trying to take these elite athlete principles and give them some easy, simple steps so everyday people can use them,” said Dr. Krissy Ladner, Herbalife Director of Sports Performance & Nutrition Education.
Herbalife co-created its Herbalife24 CR7 Drive with Cristiano Ronaldo to develop a sports hydration product that incorporates carbohydrates into fluids to power workouts. It’s a partnership strategy that is expressed through the company’s Fuel Like Ronaldo campaign, an initiative designed to transform elite athlete nutrition and performance strategies into something everyday consumers can utilize.
Herbalife’s sports nutrition marketing push capitalizes on the market’s increasing interest in healthy aging, energy, hydration and recovery – all concepts that competitive and professional athletes rely on for success – and Ronaldo’s endorsement builds a connection to soccer fans that the company might otherwise not reach.
Other direct selling companies, like AdvoCare, are harnessing the global attention through localized events. The AdvoCare Recharge Zone! offers a free fan experience at the FC Dallas Soccer Celebration in Frisco, where giant screens will show 97 matches. AdvoCare’s event offers its Spark energy drinks, its Rehydrate electrolyte beverages and free popsicles, as well as a chance to win prizes in their own free claw machine.
