BodyArmor, BioSteel Clamor For Consumers In $40B Active Hydration Category
Wednesday, March 3, 2021 at 04:01PM By Barry Janoff
March 3, 2021: PepsiCo’s Gatorade may still be the leader in the $40 billion active hydration category with about a 70% share of the market, according to industry analysts, but the competition is making a concerted effort to close the gap.
Among them, BodyArmor has unveiled Edge, supported by a campaign with Ja Morant and Kyler Murray; BioSteel has signed Luka Dončić as a global ambassador; and newcomer Hydrant is attempting to make inroads by signing Josh Allen as its first spokesperson.
“Ja Morant and Kyler Murray are two of the most exciting athletes in sports and embody the intense, aggressive, hard-working mentality of BodyArmor Edge,” Michael Fedele, BodyArmor vp, said via the brand.
“Working with both rising superstars was an absolute blast, and we can’t wait for fans and consumers to give BodyArmor Edge a try.”
Coca-Cola, which is a minority investor (and also owns PowerAde in the category), is seeking to acquire a controlling stake in BodyArmor, according to Beverage Digest.
“BodyArmor Edge is unlike anything out on the market today,” Morant of the NBA's Memphis Grizzlies said via the brand.
“So, it’s exciting for me to play a key role in the first-ever ad campaign with Kyler and see firsthand how BodyArmor is continuing to transform the hydration game.”
Two spots, "Get Your Edge," show Morant and NFL Arizona Cardinals quarterback Murray drinking Edge, then morphing into animated super-athlete versions of themselves, overcoming all opponents.
Text includes: "Introducing BodyArmor Edge: sports hydration with a boost of caffeine. With 100mg of caffeine and 1000mg of electrolytes, there’s no better way for Ja Morant or Kyler Murray to get his Edge."
BodyArmor’s roster also includes Naomi Osaka, James Harden, Sabrina Ionesco, Trae Young, Diana Taurasi, Skylar Diggins-Smith, Kemba Walker, Baker Mayfield, Christian McCaffrey, Mike trout, Megan Rapinoe, Ronald Acuna Jr., MLS, the UFC and the U.S. Open tennis Grand Slam.
BioSteel’s long-term global partnership with NBA All-Star Dončić of the Dallas Mavericks names him “global chief hydration officer" and an equity investor.
"It's important to us that our partnerships are authentic as we continue to grow our brand," Michael Cammalleri, BioSteel co-founder and co-CEO, said via the brand.
"As the official sports drink of the Dallas Mavericks, Luka has been hydrating with BioSteel's zero sugar sports drink for the entire season. We're thrilled to announce a new partnership with Luka, who believes in our product, to amplify our story and accelerate our growth."
According to Dončić, "I'm excited to work with BioSteel as global chief hydration officer because I am passionate about the importance of healthy hydration on and off the court.
“This partnership is a great opportunity for me to teach today's youth about the importance of clean, healthy hydration using BioSteel's sports drinks."
BioSteel’s sports roster includes Patrick Mahomes, Ezekiel Elliott, Connor McDavid, Andrew Wiggins, DeAndre Hopkins, the U.S. Soccer Federation, the NBA’s Toronto Raptors, Philadelphia 76ers and Mavericks, USA Hockey, and NWSL players Ashley Sanchez, Morgan Weaver and Devon Kerr.
As Hydrant's first brand ambassador. Buffalo Bills’ quarterback Allen will tell people in a national multi-media campaign that “Hydrant is a consumer wellness brand with a focus on function and proper hydration to provide holistic wellbeing.”
Allen is also an investor in the brand.
"When I was working on the formula for Hydrant, athletes like Josh Allen were exactly who I had in mind as most-in-need," John Sherwin, co-founder (and Oxford-educated biologist) said via the brand.”
“As someone who spends the majority of his waking hours either playing or training and expending the water reserves his body has, hearing how Hydrant keeps his brain and body in the game is exactly what we've been looking for in an ambassador."'
According to Allen, ”Proper hydration allows me to perform at my best, and I've felt a major difference since incorporating Hydrant into my routine.
“It hydrates me quickly and keeps me hydrated long after a tough workout in the gym or on the field. It's incredibly important for me to stay hydrated when working out, and Hydrant is the easiest way to achieve that."
Hydrant said it plans to unveil several additional partnerships with public figures in the athletic space throughout the year
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