Boxbollen, a Swedish fitness toy company, has seen great success with celebrity endorsements on TikTok, raking in $59.2 million in revenue in 2024. The product, essentially a ball tied to a headband, has been promoted by stars like Conor McGregor, Khloe Kardashian, and Wayne Rooney, leading to viral videos and millions of views.
Co-founders Victor and Jacob Eriksson credit the use of celebrities for the company’s success, with up to 20% of their revenue invested in celebrity endorsements. They have also launched an app for users to upload videos and compete, with the goal of creating sports leagues around the product.
Despite their success, the Eriksson brothers face challenges in sustaining their business and aiming for $100 million in revenue in 2025. With a strategy heavily focused on celebrity endorsements and a seasonal revenue model, the brothers have had to take out loans to fill cash-flow gaps and deal with cancellations from big-name endorsers.
Looking ahead, Boxbollen hopes to expand into big-box retail stores, monetize their app, and potentially launch new products to reach their revenue goals. The Erikssons also have aspirations of selling the company for at least $100 million, showing their ambition and determination to continue growing their brand.
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