The Fuel Like Ronaldo campaign, launched by Herbalife in May, aims to help consumers adopt athlete-inspired nutrition and lifestyle habits in their daily lives. This initiative marks an evolution in Herbalife’s long-standing partnership with Cristiano Ronaldo, which began in 2013 and has expanded to include product development and personalized nutrition.
Herbalife and Ronaldo collaborated on products like the Herbalife24 CR7 Drive sports hydration drink, and Ronaldo has recently taken an ownership role in the company’s Pro2col digital wellness platform. Jennifer Guran, Herbalife’s director of global sponsorships, emphasizes that the partnership thrives on a shared commitment to performance and wellness.
The campaign reflects broader shifts in sports nutrition marketing, moving from targeting solely competitive athletes to appealing to everyday consumers seeking energy, recovery, and healthy aging solutions. Insights from over 120 professional athletes have shaped Herbalife’s understanding of consumer needs, highlighting the desire for athlete-inspired habits that fit into busy lifestyles.
The Fuel Like Ronaldo campaign centers around four pillars: prepare, perform, recover, and repeat. It may particularly resonate with Hispanic consumers, who face significant health challenges yet often lack resources and guidance on improving their wellness. This demographic presents an opportunity for Herbalife to blend product offerings with education and community engagement, especially as soccer gains popularity in North America with upcoming events like the FIFA Club World Cup and the 2026 FIFA World Cup.
Herbalife aims to leverage Ronaldo’s influence among diverse audiences while emphasizing community support through its distributor network to help consumers implement wellness habits into their lives.
