“We are excited to launch Tapout into the personal care space,” noted Natasha Fishman, EVP-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.”
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 one of the most popular active US athletes on that social media network. Cena is also one of the most followed athletes on Twitter and Instagram.