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”

Bloomberg Businessweek (North America) - - Companies / Industries -

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

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