In the early 1990s, Titan Sports, parent company of the World Wrestling Federation (WWF), attempted to expand beyond sports entertainment with the launch of the Integrated Conditioning Program, known as ICOPRO. Spearheaded by Vince McMahon, this line of bodybuilding supplements was designed to challenge the market dominance of the Weider brothers and the IFBB. The launch coincided with the formation of the World Bodybuilding Federation (WBF). The business model utilized cross-promotion between the WBF and WWF talent. For three years, ICOPRO branding was a fixture of WWF television, with the metallic steel logo appearing on ring skirts and turnbuckles. The marketing campaign was driven by the slogan “You’ve Gotta Want It” and featured endorsements from stars like Razor Ramon, The Undertaker, and The Steiner Brothers. Lex Luger, originally signed for the WBF before a motorcycle accident, was repackaged as “The Narcissist” to serve as the brand’s primary spokesperson. Despite significan...