Harden, Trout, Osaka, Rapinoe Star In BodyArmor Multi-Media ‘Only You’ Campaign
Wednesday, May 20, 2020 at 03:03PM By Barry Janoff
May 20, 2020: James Harden dribbles a basketball, Mike Trout swings a bat, Megan Rapinoe kicks a soccer ball and Naomi Osaka plays tennis, not in real competition just yet but as part of a multi-media campaign from BodyArmor that the brand is calling the largest in its history.
The campaign, "Only You," features seven of BodyArmor’s athlete partners — also including Dustin Johnson, Carlos Vela and Skylar Diggins-Smith, with a voiceover from actor Michael B. Jordan.
The effort breaks this week, with its broadcast debut scheduled to air during Capital One's The Match: Champions For Charity, featuring golf stars Tiger Woods and Phil Mickelson and NFL icons Tom Brady and Peyton Manning (May 24), with live coverage simulcast across TNT, TBS, truTV and HLN.
The theme of “Only You”: “The belief that no matter who you are, only you can make you better — and that includes the work you put in, your mental toughness and what you put in your body.”
The anchor spot shows the seven pro athletes, all regarded as being among the best, in action, juxtaposed with young athletes working to become the best.
According to BodyArmor, “Athletes today are more health-conscious than ever before and won’t settle for inferior products — which is why so many are choosing BodyArmor for their hydration needs."
In the spot, Jordan offers, “We all want to win championships. We all want to be the best. We all want it to be our time. The difference between imagining the future and being the future is what you do to get there. Only you can make it better.”
The campaign also includes digital, social and OOH and POP.
BodyArmor said it would be surprising via a summer-long social promotion “young fans who post on social media how they are committed to making themselves better with #OnlyYouCan.”
This year also marks the the official beginning of a multi-year partnership between MLS and BodyArmor, unveiled this past September.
BodyArmor has new deals with 19 MLS clubs, calling it the largest multi-year partnership in the sports drink’s history.
BodyArmor said it recently passed $700 million in retail sales in 2019 and is the No. 2 sports drink sold in convenience stores nationwide behind Gatorade.
The late Kobe Bryant invested $6 million in the brand in 2014 and became its third-largest investor behind behind co-founder and chairman Mike Repole and Coca-Cola.
BodyArmor athlete spokespersons also include Diana Taurasi, Richard Sherman, Baker Mayfield, Cam Jordan, Mookie Betts, Donovan Mitchell and Anthony Rizzo.
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