The U.S. Army is turning to sponcon to reach Gen Z.

Steven Kelly, who has more than 1.3 million Instagram followers, ordinarily posts fitness and lifestyle content, peppered with an array of shirtless photos and sponsored posts for energy drinks and supplement brands.

But a post back in July shows the influencer decked out in Army combat gear, swapping the gym floor for basic military training. The post was part of a sponsored partnership with Go Army.

A second post was captioned: “This experience showed me how the Army builds readiness, resilience, and discipline, preparing Soldiers to face challenges head-on and succeed in any environment.”

The caption directed Kelly’s followers to a link in his bio to learn more about opportunities in the Army, signed off with the hashtag #Ad. “Than

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