• by Steve McClellan  @mp_mcclellan, May 17, 2019

Global fitness and lifestyle brand Performix has launched a new marketing push featuring celebrity wrestler/actor John Cena.

The integrated campaign, “Keep Perfecting,” from Omnicom’s Merkley+Partners features national TV, social media and website redesign.

As part of his partnership with the brand, Cena will lead its nonprofit veteran’s charity, FitOps Foundation. He will also be involved in developing new product innovations and digital platforms via the brand’s New York gym, Performix House.

Peter Berg (“Friday Night Lights”) was recruited for directing duties.

Spots will promote Performix’s energy-boosting product SST and convey stories about the elite gym and FitOps Foundation, which is dedicated to helping veterans find passion, purpose, service and employment in the fitness industry.  

“John Cena has built his entire brand around helping others achieve greatness, encouraging those around him to never give up,” stated Matt Hesse, Performix & FitOps Foundation, founder-CEO.

"At Performix we believe we make the best supplements in the world, but that’s not enough, we also want to inspire the world through the power of fitness.”

Merkley+Partners was awarded agency of record duties for Performix after an informal review earlier this year. It’s the first time the brand has named an AOR.