Prenetics Expands IM8 Brand into Entertainment with Lily Collins Partnership
Event summary
- Prenetics' IM8 brand partners with actress Lily Collins as global ambassador and shareholder in a multi-year deal.
- Collins brings 33M+ social followers and 5.9% engagement rate, expanding IM8's reach beyond elite sports into entertainment.
- Prenetics raises FY 2026 revenue guidance to $220M+ and initiates FY 2027 guidance of $400M+.
- IM8 Daily Ultimate Essentials has shipped 57M+ servings since December 2024, with current daily shipments of ~200,000.
- Collins joins an equity-aligned ambassador roster including David Beckham and Giannis Antetokounmpo.
The big picture
Prenetics' partnership with Lily Collins marks a strategic shift for IM8, moving beyond elite sports into mainstream entertainment. This expansion targets a female consumer base, aligning with the brand's next growth phase. The company's raised revenue guidance reflects strong market traction, but sustaining this momentum will depend on successful product diversification and celebrity-driven market penetration.
What we're watching
- Brand Expansion
- Whether IM8 can successfully transition from sports-focused branding to broader cultural relevance through Collins' influence.
- Revenue Growth
- The pace at which Prenetics can sustain its aggressive revenue growth projections given current market dynamics.
- Product Pipeline
- How the launch of new products like IM8 Hydration and gummies will impact overall market positioning and consumer adoption.
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