IM8, the nutritional supplement brand
co-founded by David Beckham, has taken over a Times Square digital billboard for the duration of the US Open, which runs through Sept 8.
Beckham is partnered with Prenetics Global Limited, a
health sciences company.
The OOH work features an AI-generated ad with Aryna Sabalenka, the No. 1 worldwide tennis champion, as its newest global ambassador and shareholder. “The
Best Choose The Best” was created with 95% AI and 5% real footage.
Paracosm Creative, an AI agency, produced the ad.
The campaign positions Sabalenka not only as one of the
world’s top athletes, but someone who captures IM8’s mission to aid health, performance and longevity.
Since its launch in December 2024, IM8 claims $50 million in annual recurring
revenue, serving more than 60,000 customers and delivering over 5 million servings of its premium supplements.
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