Sunday
Apr252010

Moon Main Man In 24 Hour Fitness Ads For F.I.T.T. Energy Drink

April 25, 2010: Football Hall of Fame quarterback Warren Moon has landed an endorsement deal that could be global in nature as the spokesman for F.I.T.T. Energy With Resveratrol energy shot product line.

Moon will appear in a campaign to be featured in the May issue of 24 Hour Fitness Digital Magazine. The deal also includes the potential to "leverage Moon and his likeness in other platforms including television, radio and point-of-sale activations."

24 Hour Fitness Digital Magazine is e-mailed monthly to its members and is posted on the 24 Hour Fitness Web site, "which garners in excess of 10 million impressions per month," according to Who's Your Daddy, Mission Viejo, Calif., the company that produces and markets  F.I.T.T. Energy and other energy drinks.  It is also sent to club members as well as visitors to the exercise chain's Facebook and Twitter sites. Financial terms were not disclosed.

The company said it is in the process of changing its name to FITT Energy "to properly reflect its new marketing direction."

“The key to the F.I.T.T. energy shot’s success is simply to get the word out about its effectiveness,” Moon said in a statement. “The 24 Hour Fitness Digital Magazine platform will allow us to do that. I have seen the science and the work that went into this and I feel the F.I.T.T. energy shot represents the premium level of energy shot drinks and brings a new healthy energy solution to those who value nutritional supplements.”

Moon, a nine-time NFL Pro Bowl selection, was inducted in the Pro Football Hall of Fame in 2006 after a career that included 17 years in the NFL and six years in the Canadian Football League. He currently ranks among the all-time top ten quarterbacks in the NFL in career TDs thrown (291), completions (3,988) and pass attempts (6,823}, and is fifth all-time with 49,325 yards passing.

“Having someone of Warren Moon’s stature involved in this campaign presents a tremendous opportunity that I am hopeful we will capitalize on," Michael Dunn, WYD CEO, said in a statement. “It offers us the ability to benefit from the enormous positive exposure 24 Hour Fitness received through their sponsorship of The Biggest Loser television program.”

Sales of energy drinks increased 240% from 2004 to 2009, according to research firm Mintel, Chicago. The global category is expected to top $9 billion in sales in 2011, per a study from Packaged Facts, Rockville, Md.

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