LeBron James will promote Whoop as a brand ambassador after using the fitness tracker for 11 years to monitor his health and maintain peak performance.

The 41-year-old NBA star is beginning his 24th season and his first with the Philadelphia 76ers. James, the NBA’s all-time leading scorer, also holds an investment in Whoop, a privately owned fitness technology company.

Whoop and James announced the new partnership but did not disclose its financial terms or the size of his stake in the company.

“I’ve spent my career doing everything possible to keep my body at peak performance,” James said in a statement. “For the last 11 years, Whoop has been part of that.”

James’s long-term use of the tracker has helped strengthen his link with the brand. According to company data, he has recorded his health data every day in 2026, maintaining a 100% wear rate.

He also ranks among the top 10% of Whoop users for sleep efficiency, the company said.

Will Ahmed, Whoop’s founder and chief executive officer, said the partnership would include a limited-edition fitness band designed with input from James. The project follows a similar collaboration with football star Cristiano Ronaldo.

“For us to have the calibre of athlete like LeBron wearing our product was a big deal,” Ahmed said. “It was validating.”

Whoop expands its reach

The partnership comes as Whoop grows its business in the competitive wearable technology market.

In March, the Boston-based company raised $575 million in a funding round that valued it at $10.1 billion. Whoop said it had more than 2.5 million members and recorded positive cash flow in 2025. It also doubled subscriptions from the previous year.

Ahmed previously said Whoop was considering an initial public offering (IPO). However, he said the company was not building its business around a fixed listing date.

“We want to have the option to go public when the business is ready, the market is right, and the timing makes sense,” Ahmed said.

Whoop faces competition from Oura, which makes smart rings that track sleep and other health data. Google-owned Fitbit is also using star power to promote its products.

Last year, Fitbit named NBA star Stephen Curry an ambassador and launched a special-edition band designed with him.

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