Bodyarmor SuperDrink

Bodyarmor SuperDrink (stylized as BODYARMOR) is an American sports drink and partially-owned subsidiary of The Coca-Cola Company based in Queens, New York. It was founded in 2011 by Lance Collins,[1] founder of Fuze Beverage and NOS Energy Drink, and Mike Repole,[2] co-founder of Energy Brands, vitaminwater, and Smartwater. In March 2013, Kobe Bryant purchased a large stake in the company, joining the board of directors and becoming the third largest shareholder, a position that his widow Vanessa still holds.[1]

BODYARMORSuperDrink
IndustryBeverage manufacturing
Founded2011 (2011)
FoundersLance Collins and Mike Repole
Headquarters
Queens, New York
,
U.S.
Key people
Nick Mouton, CEO
Mike Repole, Chairman
Vanessa Bryant, Board of Directors
Klay Thompson, Investor
Rob Gronkowski, Investor
Baker Mayfield, Investor
Buster Posey, Investor
Mike Trout, Investor
Richard Sherman, Investor
Skylar Diggins, Investor
Sydney Leroux, Investor
Dustin Johnson, Investor
Ryan Blaney, Investor
Anthony Rizzo, Spokesperson
ParentThe Coca-Cola Company
WebsiteDrinkBODYARMOR.com
Bodyarmor SuperDrink fruit punch

In the summer of 2018, The Coca-Cola Company purchased a minority stake in the company to position BodyArmor as a premium sports drink above its own Powerade brand.[3]

Available as
  • Berry Lemonade
  • Blackout Berry
  • Fruit Punch
  • Grape
  • Mixed Berry
  • Orange Mango
  • Pineapple Coconut
  • Strawberry Banana
  • Tropical Punch
  • Watermelon Strawberry

Lyte flavors
  • Berry Punch
  • Blueberry Pomegranate
  • Coconut
  • Orange Clementine
  • Peach Mango
  • Tropical Coconut
  • Watermelon

Water
  • Electrolyte Sports Formula

Discontinued flavors
  • Cherry Berry
  • Cherry Citrus
  • Knockout Punch
  • Lemon Lime
  • Lemonade
  • Octagon Orange
  • Orange Citrus
  • Pomegranate Acai Green Tea
  • Raspberry Blueberry Goji
  • Tropical Mandarin

Ingredients

The ingredients include: Filtered Water, Pure Cane Sugar, Coconut Water Concentrate, Citric Acid, Maltodextrin, Pure Carrot Juice Concentrate (color), Dipotassium Phosphate (electrolyte), Green Tea Catechins, and natural flavors.

Partnerships

Bodyarmor has partnered with Naomi Osaka, Baker Mayfield, Andrew Luck,[4] Mike Trout,[5] Rob Gronkowski,[6] Klay Thompson,[7] Skylar Diggins,[8] Sydney Leroux and Ryan Blaney.[9] In April 2015, Bodyarmor became the official sports drink of the Los Angeles Angels of Anaheim.[10] As part of their deal with Blaney, BodyArmor is also a sponsor on the #12 car for Team Penske in the Monster Energy NASCAR Cup Series.

In 2018, BodyArmor became the official sports drink brand of the Ultimate Fighting Championship, commensurate with the introduction of the "Knockout Punch" flavor.[11] Later in 2018 with Coca-Cola's minority stake taken in the company, BodyArmor became the official sports drink brand for the NCAA's national championship tournaments, including the men's and women's basketball tournaments starting in 2019. It replaced another Coca-Cola brand, Powerade, and will have prominent cooler, cup and water bottle product placement on the sidelines of the tourneys, along with accompanying advertising.[12]

In 2019, BodyArmor became the official sports drink of Major League Soccer replacing Advocare beginning with the 2020 MLS season.[13]

In 2012, Baltimore's Under Armour Inc. settled its trademark infringement lawsuit[14] against California-based Body Armor Nutrition LLC. The suit claimed that Body Armor used variations of Under Armour’s name and logo to sell its sports beverage products.

Terms of the settlement have not been disclosed. The lawsuit had alleged that Body Armor’s name, the “interlocking” logo on its sports drink bottles and use of the phrase “Protect + Restore,” infringe on Under Armour’s trademarks.

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References
  1. Badenhausen, Kurt (March 24, 2014). "Kobe Bryant Invests Millions In Sports Drink BodyArmor - Forbes". forbes.com. Retrieved December 25, 2014.
  2. Burns, Mark (October 13, 2014). "Think Big, Dream Bigger: Mike Repole's Journey To Becoming Co-Founder Of BODYARMOR". forbes.com. Retrieved March 16, 2015.
  3. Schultz, Clark (14 August 2018). "Coca-Cola takes stake in BodyArmor". SeekingAlpha. Retrieved 18 March 2019.
  4. Boudway, Ira (September 17, 2013). "Colts Quarterback Andrew Luck Dumps Gatorade for a Stake in Upstart Bodyarmor - Bloomberg Business". bloomberg.com. Retrieved March 16, 2015.
  5. "Angels will quench thirst with bodyarmor in 2015".
  6. Madden, Lance (August 14, 2012). "Rob Gronkowski Becomes Endorser, Investor for BodyArmor SuperDrink - Forbes". forbes.com. Retrieved March 16, 2015.
  7. Sorkin, Sam (February 19, 2015). "Klay Thompson signs endorsement deal with BodyArmor Sports Drink". goldenstateofmind.com.
  8. Heitner, Darren (October 7, 2014). "WNBA Superstar Skylar Diggins Becomes BODYARMOR Endorser". forbes.com. Retrieved March 16, 2015.
  9. Schaelaeckens, Leander (September 23, 2014). "USA's Leroux continues to pursue her dreams despite difficult path". foxsports.com. Retrieved March 16, 2015.
  10. Costa, Brian (April 2, 2014). "Mike Trout Spurs Sports-Drink Deal Between Angels, BodyArmor". wsj.com. Retrieved April 10, 2015.
  11. "BodyArmor Heads Into UFC Octagon As 'Official Sports Drink'". BevNet. 17 January 2018. Retrieved 18 March 2019.
  12. Rovell, Darren (14 November 2018). "BodyArmor drink, branding replacing Powerade at NCAA championships". ESPN.com. Retrieved 18 March 2019.
  13. MLS Communications (September 17, 2019). "BODYARMOR to become official sports drink of Major League Soccer in 2020". mlssoccer.com.
  14. "Under Armour settles case against Body Armor". www.bizjournals.com. Dec 27, 2013. Retrieved 2019-08-22.
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