"We are excited to launch Tapout into the personal care space," noted Natasha Fishman, EVP of marketing at Authentic Brands Group, who, in partnership with WWE, owns the Tapout brand. "Extending the brand into body sprays is a great next step for Tapout as it directly correlates to its brand essence which is to inspire the athlete in every individual."
"Tapout Body Sprays put you directly in the moment of action, drive you to defy the odds and step up your game," said Nelson Miranda, vice president of marketing, global fragrance at Elizabeth Arden. "As a man who exemplifies passion, confidence and motivation, John Cena is the ideal partner for Tapout Body Sprays. He knows what it takes to keep pushing forward no matter the obstacle."
Cena will appear in an ad campaign that includes exclusive digital content on WWE and Tapout channels, event sponsorships, TV and in-store advertisements. He has more than 43 million Facebook fans, making him the most popular active U.S. athlete on Facebook, which are behind the Tapout collection. Cena is also one of the most followed athletes on Twitter and Instagram with 9 and 6 million followers, respectively.