Hugh Jackman's AG1 Pact: More Than Just a Celebrity Endorsement

NEW YORK, NY – January 29, 2026 – In a move that blends Hollywood star power with boardroom strategy, health company AG1 today announced acclaimed actor Hugh Jackman as its new Global Ambassador. The partnership launches with a global campaign, “Good Morning, Hugh,” but the story runs much deeper than a typical celebrity endorsement. Jackman is not just the new face of the brand; he has been a quiet user for over five years and a strategic investor since 2021, signaling a significant shift in how brands are leveraging authentic relationships to build trust in the competitive wellness market.

The announcement aims to anchor the brand's message in consistency and simplicity, leveraging Jackman's reputation for discipline and high performance. However, it's the actor's long-standing, multi-faceted relationship with the company that sets this collaboration apart, potentially creating a new blueprint for brand ambassadorship in an industry often plagued by consumer skepticism.

A Partnership Built on Authenticity

In the world of health supplements, where claims are abundant and trust is paramount, the authenticity of a spokesperson can make or break a brand. AG1 is banking on the genuine nature of its partnership with Jackman, which predates any formal contract by several years. The actor, known for his physically demanding roles, was first introduced to the daily nutritional drink by his doctor and has incorporated it into his morning routine for more than half a decade.

"I've been drinking AG1 for years because it's an easy way to take care of myself," Jackman stated in the official press release. "It fits into my life wherever I am, and it's become part of my morning that I don't really have to think about—which is exactly why it works."

This long-term personal use is further solidified by Jackman’s financial stake in the company. In 2021, he became a strategic investor during a major funding round that also included other high-profile figures like Lewis Hamilton and Cindy Crawford. This dual role as both a committed user and an investor provides a layer of credibility that a simple paid endorsement cannot replicate. It reframes his ambassadorship from a paid gig to an extension of a personal and financial belief in the product's value.

"This partnership grew naturally out of a real relationship," explained Kat Cole, CEO of AG1. "Hugh has been a longtime AG1 fan, and our team deeply admires his impact and range as a performer, his energy, and his commitment to health."

This strategy directly confronts the challenge of a crowded marketplace where consumers are increasingly wary of fleeting celebrity promotions. By highlighting a relationship that began organically, AG1 is positioning itself as a brand built on genuine user experience rather than just marketing savvy.

'Good Morning, Hugh': The Ritual of Wellness

The partnership's inaugural campaign, “Good Morning, Hugh,” is designed to personify the energy and vitality the brand promises. Anchored by a 30-second spot featuring a vibrant Jackman starting his day with an energetic tap-dancing routine—to the comical dismay of his downstairs neighbors—the campaign focuses on the power of a consistent morning ritual. It’s a playful, aspirational message that aims to make foundational health feel accessible and enjoyable.

Beyond the main video, the campaign will include a docu-style interview with Jackman discussing his personal approach to health and nutrition, as well as a series of short-form social media content. The strategy is clear: to embed AG1 not just as a product, but as the cornerstone of a daily wellness habit. The campaign leverages Jackman's persona—disciplined yet relatable—to inspire a broad audience, from busy professionals to fitness enthusiasts, to take a simple, proactive step toward better health each day.

Cole emphasized this shared philosophy, stating, "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."

Beyond the Bottom Line: Social Impact and Quality Assurance

Reinforcing its mission to “empower people to take ownership of their health,” the partnership extends into philanthropy. Jackman will join AG1 in supporting its long-time nonprofit partner, No Kid Hungry, a national campaign dedicated to ending childhood hunger in America. Since 2019, AG1 has helped provide more than 17 million meals to children in need, and Jackman's involvement is set to amplify this commitment.

This focus on social responsibility adds another dimension to the brand's identity, aligning its commercial goals with a tangible social good. It appeals to a growing base of socially conscious consumers who expect brands to contribute positively to society.

On the product front, AG1 continues to emphasize its commitment to quality and scientific rigor. The company highlights that its products are NSF Certified for Sport®, one of the most stringent third-party certifications. This independent verification ensures that the product is tested for banned substances, contaminants, and verifies that the contents match what is printed on the label—a critical seal of approval for athletes and discerning consumers alike. While the company states its flagship product is backed by clinical trials, the NSF certification provides a concrete, verifiable benchmark of safety and quality in a largely self-regulated industry.

Navigating a Competitive Wellness Landscape

Founded in 2010, AG1 has carved out a significant space in the global health market, achieving a valuation of $1.2 billion by early 2025. Operating on a primarily direct-to-consumer model with a focus on its single flagship nutritional powder, the company has built a loyal following. However, it operates in an intensely competitive field, with countless brands vying for the attention of health-conscious consumers.

The decision to elevate Hugh Jackman from a behind-the-scenes investor to a public-facing Global Ambassador is a calculated strategic move. In an industry where celebrity endorsements are common, AG1 is differentiating itself by showcasing a partnership grounded in years of authentic use and financial commitment. This narrative of authenticity, combined with Jackman's global appeal and the brand's established quality markers, is a powerful formula designed to cut through the noise and solidify its market leadership.

By weaving together a story of personal conviction, product efficacy, and social responsibility, the collaboration between Hugh Jackman and AG1 is poised to do more than just sell a product; it aims to set a new standard for what a truly authentic brand partnership can look like.