Has Soccer Made Herbalife Unbeatable?
Sports Marketing ▶ Its ties to athletes have blunted Bill Ackman’s campaign against it ▶ Celebrities signal “it is something credible and legitimate”
When Herbalife celebrated its 35th anniversary last year at the Los Angeles Convention Center, the company surprised the crowd by having a video chat on a giant screen with Real Madrid star Cristiano Ronaldo. “Hello, Herbalife,” said one of soccer’s biggest names, giving a wave that elicited a roar from the audience. “I want to wish you all the best and congratulations. I think it’s unbelievable.”
Ronaldo, who’s been a paid endorser of Herbalife since 2013, is key to Chief Executive Officer Michael Johnson’s strategy to maintain growth and beat back allegations that the company is a pyramid scheme. Johnson aims to transform the multilevel marketing company focused on weight-loss products into a global