Tonal announced that LeBron James has signed on as an investor and brand partner. The partnership was marked by the launch of a campaign featuring the Los Angeles Laker’s basketball star.

James joins a growing list of over 30 athlete investors and brand ambassadors that include Serena Williams, Stephen Curry, Klay Thompson, Tony Gonzalez, Drew Brees, Maria Sharapova, Michelle Wie, Paul George, Sue Bird, Larry Fitzgerald, and Bobby Wagner.

​​“Every person striving for greatness must prioritize efficiency. Whether you are an athlete, CEO, artist or anyone who is trying to be great, it’s important to maximize your time and get the most out of every minute. So for me, Tonal and the technology it uses to maximize efficiency while still doing a complete workout is a perfect fit,” said James.

“To have LeBron James, one of the greatest athletes in the world, invest in Tonal is a pinnacle moment for us,” said Aly Orady, founder and CEO, Tonal. “The technology, guidance and personalization of the Tonal experience has helped set us apart with those looking to take their fitness to the next level, and it’s incredibly validating to have LeBron recognize the versatility that Tonal brings to his performance training.”

“LeBron defines strength in all of its forms,” said Christopher Stadler, chief marketing officer, Tonal. “And just like the rest of us, he has to work hard to keep his edge. Tonal delivers better results, a more engaging workout, and the most innovative experience in connected fitness. From the beginning of our partnership and throughout the development of this campaign, it was clear that LeBron shares our vision for a world where everybody can be their strongest.”

Tonal said world-class professional athletes “have always been core to Tonal’s DNA” with its equipment used by hundreds of athletes across 40 leagues and teams.

Tonal said its platform stands out for its adaptive digital weight that learns from the user for a more personalized, full-body workout. Supported by some of the highest engagement rates in the fitness industry, Tonal claims to be “the leader in the connected strength category with more than 90 percent market share.”

For more information on Tonal’s partnership with James, go here.

Photo courtesy Tonal/LeBron James