Mimi’s Rock Corp (CVE:MIMI) is teaming up with boxing great Lennox Lewis on a new line of health and wellness supplements, the company announced Monday.
The Toronto-based company entered into a joint-venture agreement with three-time world heavyweight championship Lewis to develop and commercialize a new line of branded nutritional supplements for men.
Nicknamed “The Lion,” Lewis competed from 1989 to 2003 and remains the last heavyweight to hold the undisputed title. He also won a gold medal at the 1988 Summer Olympics, where he competed for Canada.
Lewis’s global fan base, coupled with the rapid growth of online sales and advertising, create a massive opportunity to target customers with an interest in sports nutrition, according to Toronto-based Mimi’s Rock.
"We are excited to partner with Lennox on this new family of products, which will focus on health and wellness for men,” said David Kohler, CEO of Mimi’s Rock.
“During his time in the ring and since, Lennox has remained much loved by his fans, likely because of the way he carried himself both inside and outside of the ring. He is an upbeat and inspiring athlete who has always taken tremendous care of his body. He is aligned with our values and focus on Wellness. We see significant synergies and the opportunity to positively impact lives with his influence."
As part of the agreement, Mimi’s Rock will source, distribute and market the products while handling all regulatory approvals. Lewis will license his name and likeness to the products and assist with marketing efforts through his considerable social media following.
The exclusive license is worldwide and lasts for three years.
Mimi's Rock is an online dietary supplement and wellness company operating under the Dr. Tobias brand, which features over 30 products including the bestselling Omega 3 Fish Oil on Amazon.com.
Shares of Mimi’s Rock remained flat on Monday morning in Toronto at C$1.03.
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