Goodies Nutrition, the country’s leading health and wellness gummy supplement brand under Armada Brands, today announced a new partnership with Criztian “Golden Boy” Laurente, the reigning IBF Pan Pacific Lightweight Champion and undefeated professional boxer (16-0, 10 KOs), further cementing the brand’s presence in the health and wellness space through an athlete who trains and builds with the same discipline the brand champions.
Beyond the ring, Laurente is an entrepreneur in his own right — he owns and operates Golden Boy Boxing Gym in Parañaque City and runs his own apparel label, Boxing Culture. That same drive mirrors the ethos behind Goodies Nutrition and its parent company, Armada Brands Philippines, a homegrown health and wellness startup built on the philosophy that getting and staying healthy shouldn’t feel like a chore. The partnership formalizes an alignment both sides say has been building naturally: an athlete who trains like a founder, and a brand that builds like an athlete trains.
“Putting an undefeated boxing champion behind our best-selling collagen gummies line wasn’t the obvious move,” says James Fernando Co-Founder and VP of Commercial of Armada Brands. “Most brands in our category go a completely different direction, but we wanted to challenge that, and Criztian was the right person to do it with.”
The partnership was formalized through an official contract signing between James Fernando and Criztian Laurente last August 2026 at the Golden Boy Boxing Gym in Paranaque.
“A lot of people assume boxers just eat whatever and grind it out. That’s not how I train.” says IBF Pan Pacific Lightweight Champion Criztian Laurente. “Goodies Nutrition and their wide array of supplements fit perfectly into my routine because it’s actually built for people who take their health seriously, as well as those aiming to start their health journeys, too.”
A Major Sponsor Now In His Corner
As part of the partnership, Goodies Nutrition will serve as a major sponsor of Laurente’s October title defense, with the brand featured prominently on his official fight uniform when he steps into the ring in Australia. Goodies Nutrition will join Criztian on the international stage, timed to a fight where Laurente will be defending his title while representing the Philippines abroad.
Beyond The Ring: A Content Partnership With A Twist
Laurente has signed on to promote Goodies Nutrition’s best-selling Glow Goodies Collagen Gummies, along with its whole line of supplements, considerably an unusual move in a category where collagen marketing is almost always fronted by female content partners.
The brand says the collaboration works precisely because it breaks that pattern — a reigning boxing champion putting his name behind a product built around glow and beauty, backed by a video content partnership built to prove the point.
The partnership adds a high-profile, unconventional face to Goodies Nutrition’s roster of brand partners — one the company says reflects its broader push to make health and wellness feel less like a routine and more like a discipline worth being proud of.
