Amazon and MuscleTech, the nutrition performance brand, announced its collaboration to launch the MuscleTech Prime Series, a new and exclusive line of private-label sports nutrition products on Prime Day.

Designed exclusively for Amazon and also launching via the Amazon Live app (during the annual shopping event that’s now the biggest shopping day of the year), the range is the first exclusive sports nutrition partnership between Amazon and the MuscleTech brand. During the 48-hour Prime Day, the all-new MuscleTech Prime Series products will be available for 25 percent off.

To help launch the Amazon-exclusive product line to athletes, fitness enthusiasts and active, health-minded consumers, MuscleTech Prime Series is partnering with former New England all-pro tight-end Rob Gronkowski, L.A. pro basketball player Montrezl Harrell and two-time UFC Heavyweight Champion Cain Velasquez – and featuring unique and exclusive content debuting at various times on Amazon Live during the event.

“When we sat down with the Amazon team and our product development specialists, one of our main goals was to ensure that we delivered excellent nutritional support not just for athletes and fitness enthusiasts’ needs, but for all active consumers, and do so at a great value,” said Brian Cavanaugh, chief marketing officer of Iovate Health Sciences. “Once we identified the product offering that delivered on those needs, we wanted to leverage the Amazon Live platform to really break through and create captivating, humorous content that customers can only first experience at Amazon. With our unique collaboration, we are launching Prime Series in a fun and informative way while delivering memorable storytelling through our world-class athletes.”

Founded in 1995 and based in Oakville, Canada, Iovate’s brands include MuscleTech, Six Star Pro Nutrition, Purely Inspired and Hydroxycut.