Enhanced (NYSE: ENHA), the elite sports competition and personalized performance products company, today announced the launch of “Enhanced Breakers” - a new event series in which the world's top athletes will attempt to break world records using safe, medically supervised performance enhancements in more intimate settings.
Enhanced Breakers No.1, will take place live on July 11th from Interwoven Studios in Los Angeles at 2:30pm PST/5:30pm EST and feature Hafthor "Thor" Bjornsson actor, icon, and the most decorated strength athlete in the history of sport attempting to break his own deadlift record with a 511kg/1126lbs attempt. No human being has ever lifted that weight previously. Thor's current world record stands at 510kg/1124lbs. A world renowned strength athlete he holds 130 world records, 32 international titles, and was the 2018 World's Strongest Man. Bjornsson is also best known for his iconic role in the award-winning show Game of Thrones, where he famously played The Mountain. At 37, he is defying aging and still getting stronger due to the power of enhancements.
"We are incredibly excited to launch the Enhanced Breakers series," said CEO Max Martin. "Thor attempting a weight no human has ever lifted is exactly the kind of moment that defines our company — extraordinary athletes, pushing beyond what anyone thought possible. This series gives our fans more of what they love, gives sponsors more opportunities to activate, and provides us with increased product integration opportunities for our Live Enhanced product platform.”
ENHA shares lost 18 cents, or 4.2%, to $4.09
