Giannis Antetokounmpo is courting health & wellness.
What’s happening: The two-time NBA MVP joined preventative health platform Superpower as global brand ambassador while adding to his previous investment.
Different league. Aiming to democratize “elite healthcare,” Giannis backed the brand after identifying the gap between subpar care and the standard for pro athletes. Adding to stakes in supplements brand IM8, protein bar maker Ready, and telemedicine platform Antidote Health, he’s aligning career longevity with health agency.
MVP. As Superpower adds organ health screening and peptides to its base $199/mo. membership, it’s picking up star support, including DJ Steve Aoki and Logan Paul. Putting Giannis out front, Superpower joins a growing collection of brands amplifying performance and longevity ethos with the game’s top names.
At the table. Experts in the field, the venture capital’s athlete class is rising, with Tom Brady joining c-suites, Serena Williams scaling her own firm, and Novak Djokovic signing on with General Atlantic.
New vehicles, athlete-backed firm APEX backs companies like Hexis, Samphire Neuro, and TIVA, while L Catterton and Patricof Co. formed CHAMP to help brands leverage sports stars.
Punchline: As equity replaces sponsorships, brands and athletes unlock influence fueled by authenticity. For Superpower, it’s putting its Personal Health OS in the MVP conversation.
