May 11, 2011: Hall of Fame quarterback Joe Montana has signed a deal to be the marketing spokesman for Joint Juice, Inc., a San Francisco-based company whose supplement drink line targets joint function and mobility.
Financial terms were not disclosed.
Montana turns 55 in June, and a marketing campaign will speak to the 75 million baby boomers (people born between 1946-1964) in the U.S., as well as others who have issues with their jointsl in addition to people who could incorporate Joint Juice products into their health-centric lifestyle.
The campaign will include print, Internet and POP. It will also be supported by a contest, “Do What You Love with Joe Montana.” Consumers "who share their empowering joint health success stories" will be entered to win an all-expense paid trip to spend what was described as an "afternoon doing their favorite activity" with Montana, plus $5,000 in cash. (Full details here.)
"Over the years my body has taken a beating . . . and so have my joints," offers Montana in a campaign spot. "I have been very active and I like to stay active. Joint Juice has helped me to get back out there doing the things I love to do."
Montana played for the San Francisco 49ers from 1979-1992, leading them to victories in Super Bowls XVI, XIX, XXIII and XXIV. He finished his career with the Kansas City Chiefs (1993-1994). Montana was inducted in to the Pro Football Hall of Fame in 2000.
“Joe is the perfect embodiment of what Joint Juice stands for – staying active at any age,” David Ritterbush, CEO of Joint Juice, Inc., said in a statement of the NFL legend. “As a company whose products were originally developed to help athletes, we’re thrilled to join efforts with a football legend. Joe’s healthy joint regimen coupled with his ongoing active lifestyle is a true inspiration. We look forward to a successful partnership that will hopefully motivate people to stay active.”
According to the company, Joint Juice supplements were created by orthopaedic surgeon Kevin R. Stone "for professional athletes whose mobility was critical to their careers. Dr. Stone saw the clinical benefits of glucosamine and developed Joint Juice products as a convenient alternative to the large hard-to-swallow pills."
“I always thought I would have to live with stiff joints and ongoing joint pain, considering my age and long football career,” said Montana. “By following a few simple tips including drinking Joint Juice products daily, I often forget I’m turning 55. I’ve been able to continue to stay active doing the things I love to do, and I want to empower others to do the same.”
“By following a few simple tips including drinking Joint Juice products daily, I often forget I’m turning 55." — Joe Montana
The company encourages consumers to use their products as part of a lifestyle that also includes exercise and healthy food choices.
Joint Juice drink mix is available in the vitamin section of grocery and drug stores or via the company's Web site. Joint Juice Easy Shot supplement is available in the vitamin aisle at Walgreens stores nationwide.