Pro Football Superstar Luke Kuechly Signs Multi-Year Endorsement Deal With Charlotte-Based Eat the Bear


Carolina All-Pro Linebacker Becomes Newest Eat the Bear Brand Ambassador; Takes on Equity Position and Board Seat

CHARLOTTE (July 25, 2016) Eat the Bear (ETB) a sports nutrition-based lifestyle business providing clean and lean supplements to support pure achievement, today announced it has signed a three-year endorsement agreement with Luke Kuechly of the Carolina Panthers. This agreement includes taking on an equity position as well as a seat on the board of directors.

"In many ways, Luke Kuechly and Eat the Bear are on parallel paths in different industries,” said Jude Colangelo, Founder and CEO of ETB. "Starting out around the same time, Luke quickly became one of football’s biggest superstars, while ETB emerged as one of the fastest growing sports nutrition companies in the country. After an extensive search, and meeting Luke, we knew we had found someone who echoed our brand ethos, and could join our pursuit towards the cleanest and leanest products available.

Additionally, ETB, which currently develops products in two categories (ETB Naturally and Sports Performance), will develop a line of products within the Sports Performance category that is engineered and inspired by Kuechly and will be released by end of year. Kuechly will also be featured in ETB advertisements and commercial signage, and will further bolster his support, working directly with the brand to grow the business.

“Eat the Bear and I share the mantra that some days you eat the bear, and some days the bear eats you. Everyday isn’t easy. Every workout isn’t easy, but you wake up with this mindset, and it helps you overcome life’s challenges,” said Luke Kuechly. “ETB creates clean, pure and transparent products that help you to come out on top eating the bear, and not getting eaten.

I’m excited to partner with them over the next few years.”

Now in its sixth year, ETB was founded by Jude Colangelo, who became an accidental entrepreneur after being nudged by friends to market and sell the pure protein powder he had formulated for his individual tastes. Starting as a passion project with $24 thousand in sales in its first year, the company has since carved out a clean and lean niche for itself in an industry that has long been under a negative spotlight. ETB is now projected to reach $4 million in sales by end of year. In fact, the company has become so successful, that Colangelo is now trading in his bankers suit to run ETB full-time leaving behind his 23-year career building and restructuring business operations for Wall Street firms.

Since its inception, ETB has become a staple of professional athletes’ nutrition plans, attracting top talent including Luke Kuechly, rugby all-star Matt Hughston and fitness sensation, former ETB athlete Sadik Hadzovic.


ETB North America, LLC, is one of the fastest growing sports nutrition companies in the United States and provides consumers with a clean and lean alternative to help health and wellness, active lifestyle, and diet enthusiasts achieve pure performance. The company was founded in 2011, and operates at its headquarters in Charlotte, NC. The ETB team is dedicated to working with customers, athletes, trainers and nutritional experts to pioneer sports nutrition. ETB helps customers of all ages and fitness levels and was named as a finalist in the Men's Health Top 10 list for the flagship pure whey isolate protein within only the first three years of operations. For more information, please visit or call 1-888-847-1272.

Media Contacts:

  • Shaun Leavy
  • 848-333-2858

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