MET-Rx campaign blends retro gaming with sports nutrition

American brand of nutritional supplements, MET-Rx, is partnering again with John Cena for the launch of Level-Up, a campaign designed to inspire athletes and fitness enthusiasts to pursue their goals with focus, consistency, and energy.

Building on more than 30 years of sports nutrition heritage, MET-Rx emphasizes high-quality protein to support strength, endurance, and performance. The campaign highlights the Big 100 bar, featuring 30+ grams of protein per 100g and flavors including Super Cookie Crunch, Crispy Apple Pie, Peanut Butter Pretzel, and the new Chocolate Chip Cookie Dough.

Gamifying fitness and progress

The campaign, developed with U.N.N.A.M.E.D. studio, casts Cena in a nostalgic '90s video game world. Each bite of a MET-Rx bar triggers a power-up moment, boosting strength and stamina as Cena “levels up,” blending retro gaming visuals with the brand’s performance credentials across online video, social media and in-store activations.

John Cena: "Leveling up is about showing up, putting in the work, and finding ways to enjoy the process. MET-Rx has been part of my routine for a long time, and this campaign is all about bringing some fun into the Level Up process while still putting in the work. You show up, you train hard, you power up, and you keep moving forward. And trust me, we're just getting started."

Expanding engagement and community

Joey Bergstein, CEO of 1440 Foods: "MET-Rx remains synonymous with high-performance protein solutions. This next chapter with John underscores the brand's continued ability to engage its core audience while expanding its reach, at a time when protein is taking center stage. Level-Up marks a meaningful step forward, bringing renewed creative energy and strengthening the connection with our performance-driven community."

In addition to digital and social campaigns, MET-Rx will offer exclusive launches on TikTok Shop and other surprises throughout 2026, reinforcing the brand’s positioning and energizing its performance-focused community.

www.metrx.com

Follow Marketing Report on LinkedIn