JNX Sports

Overview

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JNX Sports is a high-energy sports supplement brand founded in 2010 in New Zealand under the original name Cobra Labs. The company rebranded to JNX Sports in July 2019, deriving the name from “Jinx” to reflect its edgy, dark tonality while maintaining the same team and product philosophy. The brand is known for its tagline “Medicine for Mayhem” and produces hardcore pre-workout and thermogenic supplements trusted by athletes in over 60 countries worldwide.

The company operates as Cobra Labs Limited, a New Zealand-registered company (NZBN: 9429031398947), with manufacturing facilities in the USA. JNX Sports products are made in GMP-compliant facilities and are third-party tested.

Key Facts

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• Founded: 2010 (as Cobra Labs)
• Rebranded: July 2019 (to JNX Sports)
• Founders: “Highly imaginative Kiwis” (New Zealand entrepreneurs)
• Headquarters (NZ): 3a/335 Lincoln Road, Addington, Christchurch 8024, New Zealand
• Headquarters (US): Houston, Texas 77043
• Company Size: 2-10 employees
• iHerb Brand Code: COB
• UPC Prefix: 797776
• DSLD Products: 32 products (across brand variants)
• iHerb Products: 53 products

Brand History

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Product Lines

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Core Supplements

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Product Characteristics

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• All products are vegan-friendly and gluten-free
• Made in GMP-compliant facility in USA
• Third-party tested for quality assurance
• Available in multiple flavors per product line
• Free shipping on orders over $49 USD

Database Data

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DSLD (Dietary Supplement Label Database)

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iHerb

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• Brand Code: COB
• Product Count: 53 products
• Category: Sports Supplements

UPC Identification

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Primary UPC Prefix

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• GS1 Company Prefix: 797776
• Example UPC: 797776113477 (The Curse! Pre-Workout Fruit Punch)
• Registration Country: United States

Corporate Structure

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Legal Entity

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Cobra Labs Limited (New Zealand)
├── NZBN: 9429031398947
├── Registered: 15 September 2010
├── Category: Health supplement retailing (ANZSIC G427125)
├── Address: Care of Oxford Edge Limited
│            3a/335 Lincoln Road, Addington
│            Christchurch 8024, New Zealand
├── Phone: +64 3 5452529
│
├── Directors (Active since 15 Sep 2010):
│   ├── Andrew Malcolm Hill
│   └── Neil Robert Fox
│
└── Shareholders (100 shares total):
    ├── Group 1: [not detailed]
    ├── Group 2: [not detailed]
    └── Group 3 (50 shares, 50%):
        ├── Kilmore Trustees Limited (Addington, Christchurch)
        ├── Neil Fox (Atawhai, Nelson)
        └── Vasilisa Frolova (Halswell, Christchurch)

US Operations

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• Location: Houston, Texas 77043, US
• Manufacturing: GMP-compliant facility in USA
• Employees: 2-10 (per LinkedIn)

Market Position

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Brand Positioning

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• Target: Hardcore athletes and fitness enthusiasts
• Tagline: “Medicine for Mayhem”
• Differentiator: High-energy, dark/edgy branding with bold product names
• Price Point: Premium sports nutrition
• Global Reach: Products sold in 60+ countries

Key Events Presence

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• Arnold Sports Festival
• Mr. Olympia Weekend

Distribution

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Retail Presence

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• Amazon: Official storefront
• iHerb: Available (brand code: COB)
• Muscle & Strength: Available
• GNC/Vitamin Shoppe: Select locations
• Direct-to-Consumer: jnxsports.com
• Wholesale: Tropicana Wholesale (UK), Powerbody, others

Global Distributors

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JNX Sports maintains distribution partnerships spanning every continent, with notable presence in:

• USA (primary market)
• UK and Europe
• Australia and New Zealand
• Asia (including Singapore via Ultimate Sup)

Investigation Summary

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Status Determination: ACTIVE

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Conclusion: JNX Sports is an active brand with strong global presence, active e-commerce, consistent product development, and no evidence of discontinuation or consolidation. High confidence in active status.

Notes

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• DSLD has three brand variants (Cobra, Cobra Labs, JNX Sports) that represent the brand’s evolution
• iHerb still uses legacy brand code “COB” from Cobra Labs era
• The company maintains New Zealand corporate registration while operating primarily in the US market
• Instagram handle remains @cobralabs reflecting the legacy brand name
• Products are formulated using high-quality, trusted ingredients with full GMP compliance

Data Sources

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1. DSLD: Product database (32 products across 3 variants)
2. iHerb: Brand code (COB), product listings
3. Official Website: jnxsports.com
4. LinkedIn: Company profile, headquarters
5. NZ Companies Office: Corporate registration (via OpenCorporates)
6. Justia Trademarks: JNX SPORTS trademark filings
7. UPCitemdb: UPC prefix identification
8. Tropicana Wholesale: Rebranding announcement (July 2019)
9. River + Wolf: Naming history and brand origin story

External Links

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• JNX Sports Official
• JNX Sports Contact
• Where to Buy
• Instagram (@cobralabs)
• LinkedIn
• iHerb - JNX Sports
• Amazon Store

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