GNC’s Super Bowl Ad, Already a Longshot, Is Out of the Game

The beleaguered chain was hoping to turn things around

GNC lost its CEO in July, suffered an 8.9 percent same-store sales dip in third quarter and watched its stock slide 65 percent last year. Image: Getty Images

UPDATE: Since this story was published, the NFL has rejected GNC’s Super Bowl ad. According to USA Today, the newspaper had inquired about how GNC could be a Big Game advertiser while also being on the list of brands players were prohibited from endorsing. After a complaint from the players’ union, the NFL rejected GNC’s ad in a move that shocked the brand.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.