Health and fitness tracker Whoop has signed LeBron James as its newest global ambassador. It marks a full-circle moment for the brand and NBA star, who started wearing a Whoop in 2015 as one of its first 100 members, long before health wearables became ubiquitous.
James will star in multimedia ad campaigns for Whoop, which currently has 3.5 million active paying members.
“LeBron is one of the greatest examples of longevity in professional sports,” Whoop founder and CEO Will Ahmed said via email. “What’s exciting about this partnership is that we get to tell that story together and show people that performance isn’t just about what you do on the court. It’s about how you take care of yourself every day, over time.”
James set a record last year by suiting up for his 23rd NBA season, topping Vince Carter’s longevity record. James extended the record this year when he signed a two-year, $8 million contract with the Philadelphia 76ers. The NBA’s all-time leading scorer, who turns 42 in December, isn’t just coasting as he approaches the finish line—he averaged nearly 21 points per game last year. “I didn’t leave my family to lose in the second round,” he said during his 76ers media day appearance
“I’ve spent my career doing everything possible to keep my body at peak performance,” James said in a statement. “For the last 11 years, Whoop has been part of that.” James’ sleep score ranks among the top 10% of Whoop users, per Ahmed.
Whoop’s early marketing strategy was to give the product to trainers who worked with elite athletes. In 2015, James was introduced to Whoop by his longtime trainer Mike Mancias. Ahmed said LeBron wore the device to better understand his body and performance. There was no commercial relationship, but James’ use of the product helped propel the brand.
Earlier this year, Whoop raised $575 million in a Series G that valued the health tracker company at $10.1 billion. The round was led by Collaborative Fund and included 2PointZero Group, Qatar Investment Authority (QIA), Mubadala Investment Company, Abbott and 10 other firms. James also invested, alongside celebrity athletes Cristiano Ronaldo, Rory McIlroy, Reggie Miller, Virgil van Dijk and Shane Lowry.
James’ fellow NBA star, Kevin Durant, has invested in Whoop multiple times, starting in 2017—Whoop was valued at $125 million during its Series C the following year. The latest appraisal is 81x higher for KD and his investment vehicle 35V.
Whoop has raised more than $900 million in venture capital and is moving toward an IPO. The company said it was cash-flow positive last year and had a run rate of $1.1 billion by year-end.
In March, Ahmed told Yahoo Finance he expected the Series G to be the last private round of financing for the company. Ahmed wouldn’t commit to an IPO timeline when asked by Sportico. “We’re building Whoop for the long-term, not toward a specific IPO date,” he said. “Our focus is on serving our members and continuing to innovate. At the same time, when the timing makes sense, we will be ready.”
