At the Movies

Henry Cavill Announces Partnership with MuscleTech

The Hollywood superstar is set to join the fitness industry by become Chief Creative Director of the acclaimed fitness brand.


DECEMBER 30th, 2020

Henry Cavill has partnered with MuscleTech® - © Henry Cavill/Instagram

H

e’s renowned for playing the Man of Steel, and now Henry Cavill has fully immersed himself in the world of fitness by becoming the new Chief Creative Director and spokesperson for MuscleTech. The company, which recently launched in the United States in late 2020, is also set to launch globally in 2021, so having Cavill onboard will be a huge boost.

The Hollywood actor announced in a statement that 2020 had been “quite a year, a year that has required some serious mental fortitude to overcome,” which had led him to partner with the fitness brand. As Chief Creative Director, Cavill will become the face of MuscleTech’s global rebranding efforts. The company’s acclaimed “Strength redefined” purpose and campaign align with the actor’s other passions beside fitness, including charity, animals and technology.

MuscleTech® officially announced the partnership yesterday - © MuscleTech®


Cavill, who is renowned for playing Superman, announced the partnership through his Instagram page, whereby fans were quick to praise the collaboration. In a short caption Henry said: “At the closing of 2020 it feels apt that I can announce that I have joined forces with MuscleTech.

“Their motto is, “strength redefined.” A motto that puts the emphasis on strength being something that comes from deep within. Something that we all have access to. Something that we are all capable of. A mindset as much as muscular power.

“So, my friends, here is to new horizons and to our mental fortitude. Let's cultivate it.”



Jarrod Jordan, Chief Marketing Officer at Lovate Health Sciences International Inc., the parent company of the MuscleTech® brand, said in a statement how Cavill was the person who first came to mind to help the company with their rebrand: “When we commenced our search to find a team member who embodies the smarts, excellence, and hard work to align with our rebrand, we immediately thought of Henry Cavill.

“He personifies MuscleTech, not only in terms of his intense training regimen and science background, but also with his commitment to well-being, involvement in community, and philosophy on life. We are excited to have him join us in this exciting endeavour.”

Henry Cavill as Superman in Batman V Superman - © Warner Bros.


Cavill’s involvement follows a busy year for the British actor. He has continued filming season 2 of his Netflix smash hit show The Witcher, starred alongside Millie Bobby Brown in the hugely successful Enola Holmes, and has been lauded as the favourite to replace Daniel Craig as the next James Bond.

Though earlier this month, filming for The Witcher was thrown in jeopardy after Cavill injured his leg on an assault course. A source said: “The filming has been hit because of what happened to Henry. He was on an assault course and injured his leg.



“He just suddenly pulled up and was clearly in a lot of pain. It wasn’t clear if an object had hit his leg or it was some sort of hamstring or muscle injury.

“It wasn’t bad enough to need an ambulance, but it’s messed up the filming schedule as he can’t walk properly.

“He has to wear heavy armour in the scenes and he just wouldn’t be able to do it with his leg injury.”

Later this year Henry will reprise his most iconic role – Superman – in Zack Snyder’s cut of Justice League, which will release on HBO Max in March 2021. The highly anticipated version is the result of a fan campaign to have Snyder’s original vision for the movie restored.

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