SharkNinja, the corporate behind the Shark and Ninja family merchandise manufacturers, has opened the curtain on the way it spends its $700 million promoting finances.
The corporate, which sells 36 various kinds of merchandise—every thing from air fryers to vacuums to outside grills—is creating 60 merchandise at any given time and usually launches 25 new merchandise per yr, based on SharkNinja CEO Mark Barrocas. SharkNinja sells these merchandise by means of its personal web site and retailers like Walmart, Sephora, and Bass Professional Store.
To get consumers , the corporate spends greater than $700 million on promoting—roughly 11% of its annual gross sales—to push its manufacturers by means of social media influencers, TV infomercials, product integrations, and extra. Because it shifts its finances in direction of content material creation, SharkNinja doing extra of its advertising in-house.
Barrocas sat down with ADWEEK at Shoptalk 2025 to dig into SharkNinja’s advertising technique.
Influencing gross sales
Influencers play a significant function in SharkNinja’s advertising, and partnerships span from large celebrities like David Beckham and Courteney Cox to microinfluencers.
SharkNinja companions with celebrities when it needs to create a giant model second. David Beckham, for instance, is a world model ambassador and has promoted an outside grill, smoker, and roaster from Ninja known as the FlexFame. As a result of the product has a number of makes use of, Ninja wanted to construct model consciousness with the clout of a giant title like Beckham, Barrocas stated.
Beckham additionally starred in SharkNinja’s vacation marketing campaign final yr, and Kris Jenner has promoted Ninja’s viral ice cream maker, the Cremi.
However there are additionally microinfluencers who “have nice, genuine followings with smaller area of interest teams,” and these relationships result in consumer generated content material that reinforces authenticity, Barrocas stated.
“You don’t need to run a enterprise that requires you to spend money on content material,” he stated. “Essentially the most genuine sort of content material is the customers which have paid cash to purchase your merchandise.”
Person-generated content material may also scale back the necessity for paid promoting, Barrocas added. For instance, SharkNinja has pulled again on promoting the Cremi machines, which individuals use to make more healthy and customized flavors of ice cream, after they went viral on TikTok 18 months in the past.
