From sports nutrition to daily performance
The collaboration between Herbalife and Cristiano Ronaldo has been ongoing since 2013, but the new campaign marks a clear strategic shift. The focus is less on exclusive elite sports performance and more on behavior change, daily routines, and sustainable energy.
With Ronaldo as the figurehead, Herbalife aims to show that principles around nutrition, energy, and recovery are relevant not only for elite athletes but also for people who want to function more productively, fit, and energetically during their workday and in daily life.
This course change fits within a broader development where health, well-being, and performance are increasingly becoming part of lifestyle and business choices.
Central to the campaign is a simple model with four steps:
- preparation
- performance
- recovery
- repetition
According to Herbalife, this structure forms the basis not only for elite sports but also for a consistent and sustainable daily routine.
"The boundary between elite sports and daily life is blurring," says Stephan Gratziani, CEO of Herbalife. "Consumers are looking for ways to feel more energetic and healthier without complex programs. With this campaign, we make our expertise concrete and applicable."
Thus, the brand responds to a market where consumers are increasingly looking for accessible ways to improve health and performance without being tied to intensive training schedules or complicated nutrition programs.
Why brands are increasingly focusing on routines and behavior
The campaign also shows how food and lifestyle brands are changing their marketing strategies. Where traditional campaigns focused for years on product features and functional claims, attention is now increasingly shifting to behavior, routines, and daily habits.
For brands, this is interesting because consumers identify more quickly with practical applications than with abstract health claims. A routine focused on focus, recovery, and energy aligns better with the daily lives of workers than a purely sports-oriented message.
This development is also seen more broadly in markets such as health tech, personalized nutrition, and digital coaching. Consumers increasingly expect tailored guidance and want immediate insight into how nutrition and lifestyle contribute to their performance throughout the day.
This creates an interesting opportunity for companies: not just selling products but becoming part of daily routines and habits. That long-term engagement is becoming increasingly important in a competitive health and wellness market.
Digitalization plays a key role in growth strategy
Notably within the campaign is the emphasis on personalization and digital support. Herbalife positions Fuel Like Ronaldo explicitly as part of a broader strategy around personalized nutrition and digital support.
This aligns the brand with a sector that increasingly relies on data, apps, and individual guidance. Not only athletes but also professionals and busy consumers are looking for ways to better monitor their energy, focus, and recovery.
For entrepreneurs and lifestyle brands, this development shows how important long-term customer relationships are becoming. Brands that manage to become part of daily routines not only create more engagement but also build recurring usage and stronger brand loyalty.
Global visibility through sports and social media
The campaign is being rolled out globally through digital content, social media, sports moments, and local activations via Herbalife's distribution network. The company consciously opts for continuous visibility instead of a one-time campaign peak.
By placing Ronaldo at the center, Herbalife benefits from the global appeal of one of the world's most famous athletes. At the same time, the brand tries to keep the campaign accessible enough for a broad audience that is primarily interested in daily health, energy, and routines.
With Fuel Like Ronaldo, Herbalife is increasingly positioning itself as a lifestyle and performance platform, rather than solely as a sports nutrition brand.
More information can be found on the campaign website of Herbalife.
