- Rob Gronkowski has officially partnered with Ryde: to launch Ryde: SLEEP, a new 2oz functional wellbeing shot designed to help people fall asleep faster and improve sleep quality.
- The SLEEP shot is formulated with melatonin, GABA, L-theanine, and chamomile, and is Informed Choice Certified, with zero sugar and zero calories.
- The partnership expands Gronkowski's existing relationship with Ryde:, who already serves as the face of the brand's fan-favorite FOCUS shot, signaling a deepening, multi-product ambassador role rather than a single campaign.
- The launch is backed by a comedic campaign called "Drink Ryde: It Works," featuring a video titled "Zonk The Gronk," where the retired tight end hilariously bombs every over-the-top sleep trend before turning to the simple shot.
Rob Gronkowski is adding “sleep advocate” to his resume. The four-time Super Bowl champion has partnered with Ryde: to launch SLEEP, the brand’s newest 2oz functional wellbeing shot built with melatonin, GABA, L-theanine, and chamomile to help users fall asleep faster.
The deal builds on Gronkowski’s existing role pitching Ryde:’s fan-favorite FOCUS shot, marking a continued partnership rather than a one-off campaign. “It’s all about being balanced. It’s all about the recovery as well,” Gronkowski said of the new product.
The launch includes a comedic campaign spot, “Zonk The Gronk,” showing the retired tight end failing his way through over-the-top sleep trends before settling on the simple shot. It’s part of Ryde’s “Drink Ryde: It Works” push.
Gronkowski’s endorsement slate has stayed busy lately, he recently fronted the Infiniti QX65 launch campaign alongside Julian Edelman. The wellness shot category has also been heating up, with Joe Burrow recently partnering with BODYARMOR on its new Fit beverage line.
Takeaways
Gronk’s pivot from gridiron warrior to “recovery guy” makes sense, and it’s smart business. Athletes-turned-wellness-pitchmen are everywhere right now, and Ryde is clearly betting that Gronk’s likable, self-deprecating energy (see: failing at lavender mists in his own ad) sells better than a polished health pitch.
Pairing it with his ongoing FOCUS shot role also signals brands increasingly want longer-term ambassador relationships, not single campaign drops.
Does Gronk’s humor-first approach make functional shots more approachable to skeptics? Could this set up a longer “Ryde Recovery” product line tied to Gronk? Will more retired athletes lean into comedic ad formats like “Zonk The Gronk”?
