AG1 Elevates Strategic Investor Hugh Jackman to Global Ambassador Role

AG1, the global health company known for its foundational nutrition drink, has officially named acclaimed actor and entrepreneur Hugh Jackman as its Global Ambassador. The announcement marks a significant evolution in the company’s relationship with Jackman, who has served as a strategic investor in the business since 2021.

To activate the partnership, AG1 is launching a new global marketing campaign titled Good Morning, Hugh. The initiative leverages Jackman’s long-standing personal usage of the product—spanning over five years—to reinforce the brand’s positioning around consistency, routine, and high-performance health habits.

From Equity Holder to Brand Face

The move to formalize Jackman’s role represents a growing strategy within the wellness sector: leveraging equity-holding celebrities to drive authentic brand narratives. Unlike traditional endorsement deals, this partnership is rooted in a documented history of product usage and financial investment.

Campaign Components and Strategy:

"Good Morning, Hugh": A 30-second hero spot featuring Jackman’s morning routine.

Content Series: Docu-style interviews focusing on Jackman’s approach to nutrition, gut health, and immunity.

Social Activation: A short-form series designed for digital platforms to drive engagement around healthy habits.

Kat Cole, CEO of AG1, highlighted the strategic value of this authentic connection:

"This partnership grew naturally out of a real relationship. While there's only one Hugh Jackman, what he values reflects what we hear from millions of AG1 drinkers around the world: when you invest in your nutrition consistently, it changes how you feel and what you're capable of."

Corporate Social Responsibility (CSR) Integration

The partnership extends beyond marketing into AG1’s corporate social responsibility framework. Jackman will join the company in supporting No Kid Hungry, a non-profit organization dedicated to ending childhood hunger in the US.

AG1 has been a partner of the charity since 2019, reportedly helping to provide over 17 million meals. By attaching a high-profile ambassador to this initiative, AG1 aims to amplify its ESG (Environmental, Social, and Governance) impact while addressing food insecurity—a critical issue that aligns with the brand's nutritional focus.

AG1 (formerly Athletic Greens) competes in the crowded "comprehensive nutrition" market. By utilizing a long-term user and investor like Jackman, the company seeks to cut through consumer skepticism regarding celebrity endorsements. Jackman noted that the product has been a "consistent part of his routine" to support energy and gut health amidst a demanding schedule, providing a testimonial centered on convenience and efficacy.