LeBron James is teaming up with actor Arnold Schwarzenegger, Olympic champion skier Lindsey Vonn and celebrity Cindy Crawford to launch a health and wellness brand called Ladder, the four announced Tuesday.
According to Ladder's website, the company will "empower you to reach your lifestyle goals by providing support and guidance from world class advisors and experts." Ladder is built using a system of content, community and product.
The company will start by offering four core products—two protein powders, a greens powder and an energy powder.
The athletes' advisors collaborated and created the nutrition products. The products are available on the company's website, which says they are certified by the testing organization NSF International.
According to the company's website, Ladder began when James suffered cramping in the 2014 NBA Finals, which forced him to leave Game 1 early. James wanted a supplement he could take during the offseason, so his trainer Mike Mancias worked with a lab to create a supplement.
"It’s an organically developed company," Schwarzenegger told The Wall Street Journal, versus "a company coming to us and saying, 'We’ll give you some stock if we can use your name.' That’s what I’ve done in the past, but I didn’t have the control. That’s why I got out of the deals."
Two years later, Schwarzenegger faced a similar struggle in finding a product. The two started talking about creating a brand. Vonn joined in bringing concerns about Olympic athletes while Crawford brought experience in holistic beauty with her line Meaningful Beauty.