• by Les Luchter , 9 hours ago

“No more phones before bed,” says a restless, sleep-mask-wearing Rob Gronkowski in a social media post before he also tries such other supposed sleep supporters as a too-small weighted blanket and chanting “Om.” Finally, the former NFL great chugs a shot of Ryde: Sleep and declares, “Drink Ryde: it works.”

Sleep is the latest product from Ryde:, which markets supplement shots of the drinkable rather than injectable kind.

As part of a Ryde: partnership just announced, Gronk has also posted a video for Focus, which the brand says is its most popular product. In that post, Gronk is having trouble getting a workout going until someone throws him a Ryde: shot, after which he’s full-tilt into his session. “This little shot is a game changer,” he declares. “Drink Ryde: it works.”

"Wellness shouldn't be a tedious chore,” Gronk said in a statement.  “I've tried all the overhyped bedtime trends and complicated gym hacks that don't work. Ryde: keeps it easy. Whether I need to lock in my concentration with Focus or shut things down with Sleep - it just works.”

In addition to Sleep and Focus” the Ryde: product lineup of 2-oz shots includes Energize and Relax.

In his other brand endorsements, Gronk has long been associated with Monster Energy drinks, and has also endorsed hydration brand Recover 180.

"Rob perfectly embodies our brand philosophy of poking fun at unrealistic ideals,” says Andre Denischuck, general manager, wellness and stimulation USA, at Ryde:. “He lives life to the fullest, but understands that recovery is a non-negotiable.”

Ryde: Sleep ingredients including melatonin, GABA, L-theanine, and chamomile, which Ryde: says are “scientifically proven to help you fall asleep faster and promote sleep quality.” Ryde: Focus contains  green tea caffeine, ginseng and B2 + B7 vitamins.

The one-year-old brand isn't new to celebrity tie-ins, having launched in May 2025 with a campaign featuring singer and reality star Heidi Montag (MTV’s “The Hills” ) in a humorous campaign titled “Wellbeing Made Easier.” Here’s a Montag video for “Relax” and one for “Focus.”

Ryde: products are primarily sold through the company’s own website, Amazon, and in 7-Eleven stores.

Ryde: is owned byThe Water Street Collective, which is itself a subsidiary of British American Tobacco, whose cigarette brands include Lucky Strike and Dunhill.