This grows the TYSON 2.0 brand footprint beyond the cannabis space, which it entered in 2021 to offer Tyson-approved hemp products including a selection of “undisputed” cannabis flowers and edibles. Tyson also launched a collection of disposable nicotine vapes in 2023.
"Expanding TYSON 2.0 into the supplement space is a huge deal for me,” said Tyson, co-founder and chief brand officer of TYSON 2.0. “As someone who has used natural supplements before, I can proudly say that this product offers a powerful enhanced focus and mood while maintaining a commitment to natural ingredients.”
The TYSON 2.0 brand is assisted by Carma HoldCo, a global branding and licensing company “that utilizes the power of cultural icons to disrupt and reshape industries.”
Entering the supplement space
For this launch, TYSON 2.0 and Carma HoldCo collaborated with Texas-based supplement manufacturer Kappa Nutrition Labs.
The first product, UltimateFocus, was formulated to boost mental performance with a four-capsule serving of B vitamins, Albion boron, acetyl-L-carnitine, GreenGin green tea extract complex, theobromine, taurine, cayenne pepper, hesperidin, AstraGin, ActiGin, piperine, Himalayan pink salt, potassium iodide, huperzine A and yohimbe.
"Our team spent over a year perfecting this formula to ensure it stands out as the best cognitive support supplement available,” said Armando Alfaro, CEO of Kappa Nutrition Labs. “The product delivers unmatched performance, focus and memory support—all within one supplement."
Mikenesium (Kappa’s Magnesium Advanced Complex) is a blend of chelated mineral supplier Albion’s magnesium bisglycinate, di-magnesium malate and magnesium lysinate glycinate chelate to support muscle recovery, heart health, stress reduction and better sleep.
Both products are currently available at 7-Eleven, on Amazon and through the Kappa Nutrition Sports online store. Upcoming placements are expected in the coming months, including a rollout across Global Tobacco's extensive network of over 150,000 U.S. convenience stores and smoke shops.
The lead up to the fight
Before launching UltimateFocus and Mikenesium, Tyson joined forces with e-commerce retailer iHerb earlier this year to promote a 'Win from Within' Tyson supplement collection.
It includes a range of products that Tyson uses to stay fit at age 58: vitamin D3, Curcumin C3 complex, MushRex Plus Full Spectrum Mushroom Complex, stabilized R-lipoic acid, ashwagandha, CollagenUP hydrolyzed marine collagen peptides with hyaluronic acid and vitamin C, glucosamine and chondroitin, berberine, N-acetyl-L-cysteine (NAC) and Nicotinamide Mononucleotide (NMN), as well as liver health and prostate formulas.
And in July, the boxing champ announced a brand ambassadorship with energy supplement company LF*GO! Inc., a company that sells clean caffeine pouches, in the amp up to the fight with Paul.
“I am feeling better than ever and have partnered with LF*GO! because it increases my energy and keeps me focused,” Tyson said at the time. “I like how it’s cleaner and easier to consume than an energy drink. Just pop a pouch and I’m ready to knock Jake Paul out.”
Mike Tyson “The Baddest Man on the Planet” goes up against Jake “El Gallo” Paul at 8 p.m. on Nov. 15 at AT&T Stadium in Arlington, Texas.
