SharkNinja, the company behind the Shark and Ninja household products brands, has opened the curtain on how it spends its $700 million advertising budget.
The company, which sells 36 different types of products—everything from air fryers to vacuums to outdoor grills—is developing 60 products at any given time and typically launches 25 new products per year, according to SharkNinja CEO Mark Barrocas. SharkNinja sells these products through its own website and retailers like Walmart, Sephora, and Bass Pro Shop.
To get shoppers interested, the company spends more than $700 million on advertising—roughly 11% of its annual sales—to push its brands through social media influencers, TV infomercials, product integrations, and more. As it shifts its budget towards content creation, SharkNinja doing more of its marketing in-house.
Barrocas sat down with ADWEEK at Shoptalk 2025 to dig into SharkNinja’s marketing strategy.
Influencing sales
Influencers play a major role in SharkNinja’s marketing, and partnerships span from big celebrities like David Beckham and Courteney Cox to microinfluencers.
SharkNinja partners with celebrities when it wants to create a big brand moment. David Beckham, for example, is a global brand ambassador and has promoted an outdoor grill, smoker, and roaster from Ninja called the FlexFame. Because the product has multiple uses, Ninja needed to build brand awareness with the clout of a big name like Beckham, Barrocas said.
Beckham also starred in SharkNinja’s holiday campaign last year, and Kris Jenner has promoted Ninja’s viral ice cream maker, the Cremi.
But there are also microinfluencers who “have great, authentic followings with smaller niche groups,” and these relationships lead to user generated content that boosts authenticity, Barrocas said.
“You don’t want to run a business that requires you to invest in content,” he said. “The most authentic type of content is the consumers that have paid money to buy your products.”
User-generated content can also reduce the need for paid advertising, Barrocas added. For example, SharkNinja has pulled back on advertising the Cremi machines, which people use to make healthier and custom flavors of ice cream, after they went viral on TikTok 18 months ago.