Boxbollen, a fitness toy created by Swedish brothers Victor and Jacob Eriksson, has seen massive success with the help of celebrity endorsements on TikTok. The product, essentially a ball attached to a headband by a string, gained popularity after videos featuring stars like Conor McGregor, Khloe Kardashian, and Wayne Rooney went viral, garnering millions of views. Boxbollen’s marketing strategy, which includes reinvesting up to 20% of revenue into celebrity endorsements, has propelled the company to $59.2 million in revenue in 2024, with hopes to reach $100 million in 2025.
The Eriksson brothers have ambitious plans for their product, including launching a companion app and creating sports leagues around Boxbollen. They have also attracted a star-studded roster of endorsers, including athletes like Tom Brady and Jon Jones, musicians like Nicole Scherzinger and Snoop Dogg, and other high-profile figures. Despite facing challenges such as celebrity cancellations and cash-flow gaps, Boxbollen’s unique marketing approach has proven successful.
Looking ahead, the Erikssons aim to monetize their app, expand into big-box retail stores, and potentially launch a new product to achieve their revenue goal. They also have plans to sell Boxbollen in the future, with a minimum valuation of $100 million. The brothers’ dedication to their business and innovative marketing tactics have positioned Boxbollen as a rising star in the sports and fitness industry.
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