The TV ad, created by Minimart, follows a re-launch of the brand, as well as the appointment of consultancy Added Value to lead a review of Maximiscle's brand portfolio.
Breaking on Tuesday (1 June), the ad airs across Sky Sports, ESPN and Eurosport. It features brand ambassadors Ugo Monye, professional super-featherweight boxer Troy James, and amateur athlete Mark Brereton, who won the 2007 Maximuscle Body competition.
The TV ad will be supported by press and sponsorship activity, with media planning and buying handled by Total Media.
James O'Shea, marketing director at Maximuscle, said: "We are rightly proud of our position as the UK's number one sports nutrition brand and have long since had the most complete product range available on the market."
He added: "The evolution we are going through this year will help us maintain this position and ensure we offer the best possible service to our existing customer base and help those who might not previously have considered using Maximuscle that we are, in fact, a brand for them."
In January, Maximuscle launched Maxitone, its first range targeted specifically at women, with the launch supported by a TV and press activity.
Next month the company also intends to launch a new range called Maxifuel designed for the endurance market.
Maximuscle recently announced sponsorship of London & Blenheim Triathlons and the London Duathlon. The brand also partners with the England and Wales Cricket Board, the Welsh Rugby Union, Fulham Football Club, London Wasps and Harlequins Rugby Union.