Observed Signal · Aug 20, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Lily Collins Becomes Face and Shareholder of IM8
Actor-producer Lily Collins has signed on as the new face of IM8, a premium health-and-wellness brand co-founded by Danny Yeung and David Beckham. As part of the arrangement, Collins will take an undisclosed equity stake in IM8’s parent company, Prenetics, marking a shift from traditional celebrity endorsements toward equity-based ambassador arrangements. IM8’s hero product is a daily supplement drink; other recent ambassadors who also hold equity stakes include Jay Shetty, Aryna Sabalenka and F1 driver Ollie Bearman. CEO Danny Yeung framed the move as rethinking the celebrity-deal model by giving talent ownership stakes.
Signals a trend toward equity-based celebrity endorsement deals, relevant to influencer marketing and brand partnership strategies but not industry-shifting platform or policy news.
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Key Takeaways & Evidence Grounding
- Lily Collins signed as the new face of IM8.
- Collins will take an undisclosed equity stake in IM8’s parent company, Prenetics.
- IM8 was co-founded by entrepreneur Danny Yeung and David Beckham.
- IM8’s hero product is a daily supplement drink sold in flavors like lemon and açaí.
- Ambassadors Jay Shetty, Aryna Sabalenka and Ollie Bearman have also signed on as ambassadors and shareholders within the last year.
Ontology Mapping & Concepts
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