SHARKNINJA REVEALS HOW IT ALLOCATES MASSIVE $700M MARKETING BUDGET

LATEST DEVELOPMENT

SharkNinja CEO Mark Barrocas shared at Shoptalk 2025 how the household appliance giant is strategically shifting its $700 million advertising budget (11% of annual sales) toward creator partnerships and product placements while bringing more marketing operations in-house.

INDUSTRY TALK

BY THE NUMBERS

Company insights include:

• 36 different product types across Shark and Ninja brands

• 60 products in development at any given time

• 25 new product launches annually

• 11% of annual sales devoted to advertising

• Reddit emerging as fastest-growing social channel

INFLUENCER STRATEGY

Partnership approach includes:

• Celebrity ambassadors (David Beckham, Courteney Cox, Kris Jenner) for major brand moments

• Microinfluencers for authentic niche audience engagement

• User-generated content reducing paid advertising needs

• Reddit AMAs with product engineers vs. traditional promotion

• Dramatic reduction in paid ads for products that achieve viral status

STRATEGIC EVOLUTION

Key initiatives include:

• First major product placement in AppleTV's upcoming F1 movie starring Brad Pitt

• Promoting parent company "SharkNinja" name to unify brand perception

• Hiring former IKEA CCO Linus Karlsson as first chief creative officer

• Opening New York design office with dedicated content creation spaces

• Bringing more advertising in-house to leverage product development insights

THE BOTTOM LINE

As SharkNinja continues its rapid product innovation cycle with 25 new launches annually, its marketing strategy demonstrates how household goods manufacturers can leverage the full spectrum of the creator economy—from celebrity ambassadors to organic customer advocates—while strategically bringing creative functions in-house to better align with deep consumer insights driving product development.