NEW YORK – MET-Rx is continuing its partnership with John Cena in the launch of a new campaign, Level-Up. Rooted in a shared belief that progress comes from showing up, staying positive, and putting in the work, the campaign is designed to energize goal-seekers to approach their athletic and fitness ambitions with confidence and newfound momentum alongside the MET-Rx brand.
For decades, MET-Rx has powered training with high-quality protein built to support strength, endurance, and performance. The legacy continues alongside Cena, whose work ethic and long-standing influence in fitness culture make him a natural fit for the brand. Level-Up marks a new chapter for MET-Rx, driving renewed energy to its loyal community while introducing more people to the brand's products. At the center of the lineup is the iconic Big 100 bar, packing 30+ grams of protein in every 100g bar and delivering enough fuel to replace a meal on the go – available in flavors like Super Cookie Crunch, Crispy Apple Pie, Peanut Butter Pretzel, and the new and improved Chocolate Chip Cookie Dough.
"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," said Joey Bergstein, CEO of 1440 Foods. "Level-Up marks a meaningful step forward, bringing renewed creative energy and strengthening the connection with our performance-driven community."
In the Level-Up campaign, created in partnership with U.N.N.A.M.E.D. studio, Cena drops into a nostalgic '90s video game world, where one bite of a MET-Rx's 30g+ protein bar unlocks a power-up moment, boosting strength and stamina as he literally levels up like a classic game character. Blending throwback gaming visuals with MET-Rx's performance credentials, the campaign delivers a high-energy, tongue-in-cheek take on what it means to fuel your goals across online video, social and more.
"Leveling up is about showing up, putting in the work, and finding ways to enjoy the process," said John Cena. "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."
The Level-Up campaign will strengthen MET-Rx's positioning through a multitude of activations across social media, digital and in-store. Additionally, the brand plans to unveil exclusive offerings via TikTok Shop alongside noteworthy surprises and "leveled up" launches throughout 2026. Follow along on social media at @officialmetrx to stay tuned for what's next.
