You’ve Gotta Want It: The Complete History Of WWF’s Failed ICOPRO Supplement Line

The Rise and Fall of ICOPRO: Vince McMahon’s Bodybuilding Ambitions and the “You’ve Gotta Want It” Era

In the early 1990s, the visual landscape of the World Wrestling Federation (WWF) underwent a significant rebranding that had nothing to do with wrestling storylines or championship belts. Suddenly, the ring ropes were no longer the traditional red, white, and blue; they were often solid dark blue. The ring skirts, turnbuckles, and guardrails were plastered with a sleek, metallic logo reading “ICOPRO.” For a period of approximately three years, this brand was ubiquitous on WWF programming. It was promoted by top superstars like Razor Ramon, The Undertaker, and Tatanka, and it featured a marketing campaign that rivaled major athletic brands. Yet, despite the massive exposure, the product q