Overview

Co-founded by David Beckham and entrepreneur Danny Yeung, IM8 entered the premium wellness market with ambitions to redefine the daily health supplement category through science, transparency, and clinical validation.

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Despite Beckham's global profile, the company faced an uphill battle. The wellness supplement space is one of the most crowded and skeptical categories in consumer health and saturated with celebrity-backed brands vying for attention. Knowing celebrity alone would not create lasting brand equity, IM8 needed to quickly establish credibility with consumers, media, and industry stakeholders while differentiating itself from the wellness market's growing list of star-fronted competitors. 

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How We Helped

As IM8's U.S. communications agency of record, Jack Taylor was tasked with developing and executing a communications strategy centered on science-first storytelling rather than celebrity.

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Jack Taylor began by developing a comprehensive PR strategy with the main goal of helping consumers understand IM8 was not just another celebrity supplement brand. Our team crafted differentiated narratives that emphasized the company's clinical validation, world-class Scientific Advisory Board, and authentic athlete-investor model, using David Beckham's involvement to drive initial awareness while building long-term trust through substance. Also included in this strategy were media targets for thought leadership placements, athlete-investor announcements, earned media coverage and more, with plans for elevating co-founder and CEO Danny Yeung as a consumer brand-building voice.

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Results:

Established IM8 as a credible, science-backed wellness brand through sustained business, consumer, and wellness media coverage that emphasized preparation, performance, and clinical validation over celebrity.

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Positioned CEO Danny Yeung as one of the industry's leading operator-builders, securing thought leadership around scaling consumer brands, equity-based partnerships, entrepreneurship, and the future of AI-powered marketing.

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Elevated IM8's differentiated brand story through strategic storytelling around elite athlete preparation, high-profile athlete-investor partnerships, and exclusive announcements

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Built a communications platform that connected IM8's science, leadership, and business innovation into a consistent narrative supporting product launches, corporate milestones, and long-term brand credibility.

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Coverage secured across national and tier-1 outlets including Forbes, Fortune, Bloomberg, CNBC, TechCrunch, People, GQ, Entrepreneur, Fast Company, TODAY, NBC, Page Six, Sports Illustrated, and Women's Health.