Prenetics Partners with Giannis Antetokounmpo
Kalin Ned — May 13, 2026 — Pop Culture
References: prenetics.gcs-web
Prenetics — the parent company of the health and longevity brand IM8 — has announced a multi-year partnership with NBA champion and two-time MVP Giannis Antetokounmpo, who becomes a global partner and the first NBA athlete shareholder in a NASDAQ-listed health and longevity brand.
IM8 has already demonstrated remarkable market traction by reaching $100 million in annualized recurring revenue within 11 months of its December 2024 launch. The company has delivered over 22 million servings and generated more than $750,000 million dollars in revenue for 2026, which suggests that a substantial number of users are finding genuine value in the product.
Prenetics’ flagship formulation — Daily Ultimate Essential PRO — packs 90 premium ingredients at clinical doses into a single daily serving, while Daily Ultimate Longevity targets the 12 hallmarks of aging with ten key compounds. Both are backed by a 12-week randomized controlled trial showing significant improvements in energy, digestion, sleep, and focus.
Image Credit: Prenetics
IM8 has already demonstrated remarkable market traction by reaching $100 million in annualized recurring revenue within 11 months of its December 2024 launch. The company has delivered over 22 million servings and generated more than $750,000 million dollars in revenue for 2026, which suggests that a substantial number of users are finding genuine value in the product.
Prenetics’ flagship formulation — Daily Ultimate Essential PRO — packs 90 premium ingredients at clinical doses into a single daily serving, while Daily Ultimate Longevity targets the 12 hallmarks of aging with ten key compounds. Both are backed by a 12-week randomized controlled trial showing significant improvements in energy, digestion, sleep, and focus.
Image Credit: Prenetics
Trend Themes
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Athlete-shareholder Brand Partnerships — High-profile athletes taking equity stakes in consumer health brands create novel co-ownership models that blur endorsement and corporate governance, enabling trust-transfer and fan-driven investment dynamics.
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Rapid DTC Clinicalized Supplements — A surge in direct-to-consumer supplements achieving fast revenue scale while emphasizing clinical formulations points to new business models that combine ecommerce velocity with scientific credibility.
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Longevity Products Backed by Randomized Trials — The growing emphasis on randomized controlled trials for longevity formulations signals a shift toward evidence-first product differentiation that can redefine regulatory expectations and payer interest.
Industry Implications
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Sports Management — Athlete equity participation introduces alternative revenue streams and negotiation structures that could transform agency representation and sponsorship valuation.
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Nutraceuticals & Longevity — Clinically backed, multi-ingredient daily formulations suggest opportunities for premiumization, subscription economics, and outcome-based product tiers within longevity-focused consumer health.
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Publicly Traded Health Startups — Listing consumer health brands with celebrity shareholders creates new investor narratives and liquidity mechanisms that may accelerate M&A activity and crossover capital flows from sports and entertainment.
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