Sports nutrition brand Met-Rx today announced a two-year endorsement deal with NFL prospect Joey Bosa in conjunction with the launch of the company’s new national advertising campaign “Love the Monster.” The pact was negotiated between in-house reps at Met-Rx and Bosa's agency CAA Sports. Activation around the former Ohio State DE, who is expected to be a top-10 pick in the NFL Draft, begins tomorrow with a media event at Wrigley Field. The company will be touting its rebrand, including a relaunch of its food and recovery products. Met-Rx Senior VP & GM Brad Charron said, “We have been dark for a number of years. It is really right to come back to a dominant position. Any time we get a chance to be a part of sports culture, that is where Met-Rx really has a shot to stand out and be a tool in the bag.” The “Love the Monster” campaign features TV spots on ESPN, followed by significant digital investments, including a video integration with Stack.com, paid search and social media content. Going forward, Bosa will be featured in spots across several multimedia platforms, specifically targeting the 18-24 demographic. Charron: “If you look at advertising these days in sports, it is a sea of sameness from an underdog point of view. We reject that notion. We believe in domination. There is nothing more intimidating than when a guy gets off the bus and he knows the game is over before it even began.”
