THE three brand ambassadors — jockeys Reyan Lewis, Tevin Foster, and Javaniel Patterson — have been challenged by Peter McConnell, managing director at Trade Winds to always carry the TruSHAKE name with respect and pride, whether on or off the track.
On Tuesday, September 19, 2023, at a function held at Caymanas Park, the three jockeys signed the 15-month partnership agreements and were presented with their TruSHAKE-branded attire. Trade Winds is also the producer of the popular Tru-Juice line of drink products.
"It is a pleasure to have you [Lewis, Foster, Patterson] on board. We know the financial part of the contract — everybody likes some extra money and we want you to be in the winners' circle so we can give you maximum money — but more important than the money is being good ambassadors for the brand," McConnell said.
"Yes, we are happy to have you on TruSHAKE but when you are endorsing a brand we want you to win, but that's not the most important thing. The most important thing is that when you have on the TruSHAKE shirt and the TruSHAKE hat, we want to be proud of the way you move — not just on the track but off the track, winning and not winning, we are going to be proud of you same way. I am particularly pleased with the TruSHAKE band forming this partnership," McConnell added.
Lauren Mahfood, marketing manager at Trade Winds, said that with TruSHAKE being a highly nutritious meal replacement shake, it was the right fit to associate the brand with jockeys.
TruSHAKE is currently available in four flavours: vanilla, peanut, butter pecan, and chocolate. Each serving of TruSHAKE contains 9-10 grams of protein, 30 per cent calcium, and 24 key vitamins and minerals.
"The decision to sponsor and align TruSHAKE with these three jockeys was an easy one. Jockeys are very mindful about what they consume as they have to maintain a strict diet and weight for the horses. TruSHAKE will be able to perfectly support the jockeys' meal plan and help them achieve their goal while providing them with the nutrients their body needs to stay active and healthy," explained Mahfood.
All three jockeys are ranked in the top 10, with Lewis being the current leader on 82 wins. Foster is third on the list with 57 wins while Patterson is tied with Raddesh Roman for fifth place on 23 wins.
Patterson said he is pleased to be one of three jockeys to have been made ambassadors of the TruSHAKE brand.
"This partnership will complement my abilities and accomplishments what I cannot accomplish by myself, and in such case visa-versa," he said.
Lewis was also happy with the endorsement deal.
"I see my job as very important to the business of horse racing in Jamaica and this [partnership] will go a long way in helping us achieving our goals on and off the track, and I am very thankful for this opportunity," Lewis added.
Foster said that the partnership with TruSHAKE is an amazing one.
"I will ensure that this partnership will be a successful one, and I thank the TruSHAKE family for their investment in us riders," he said.