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Carrie Underwood signs equity deal with sports drink manufacturer Bodyarmor



One of the biggest stars of country music is participating in the sports drink war.

Bodyarmor announced on Monday that Carrie Underwood, a seven-time Grammy Award-winning singer, will become its first celebrity spokesperson because the sports drink manufacturer wants to expand its appeal. As part of the transaction, Underwood will acquire an undisclosed stake in the company and will appear with James Harden in Bodyarmor Lyte’s first TV promotion, which was held on Monday during “The Bachelor” Staged. She will also appear in advertisements for Bodyarmor’s premium SportWater products.

Underwood told CNBC: “For the past 15 years, I have been working for myself and have fallen in love with health and fitness.”

; Health and fitness network, this is something that keeps happening in my life.”

Underwood joined the brand’s impressive list of endorsements, including NBA star James Harden, PGA golfer Dustin Johnson, Major League Baseball’s Mike Trout, and professional tennis player Na Omi Osaka and football star Megan Rapinoe. The late Kobe Bryant was one of Bodyarmor’s initial investors and helped to push the brand into the mainstream.

Endwood said that although she is obviously not a professional athlete (even though she joked and rap is hard, she still believes) can help Bodyarmor open the door by attracting new audiences.

She said: “I can talk to my working mother and people like me, because that is my job and I know it.”

“Carrie is something we see in many consumers… She is a mother and a wife. She has two children, she is running, she leads a busy lifestyle, she needs healthy hydration,” Bodyarmor Said Mike Repole, CEO and founder of.

Underwood said that one of the attractive things about this transaction is that she acquired the equity of Bodyarmor.

She said: “You want to make a personal investment in the success of the company. This is definitely an motivator. Just get involved and work hard and promote its products to as many people as possible.”

Over the past decade, Underwood’s business portfolio has grown rapidly. The country singer first gained fame in 2005 after winning “American Idol”. She has continued to sell more than 64 million records worldwide. She has appeared in TV and movies, is the voice of the NBC Sunday Night football game, and is also the best-selling author.

She is also very active in the fitness space. About six years ago, she launched CALIA, a fitness series created specifically for Dick’s Sporting Goods, and entered the field of fitness clothing. The lifestyle brand quickly gained success and became the second most popular female brand among sporting goods retailers. In December, Dick’s opened the brand’s first pop-up store.

This year, Underwood and her long-term personal trainer Eve Oreland launched a fitness app called FIT52. She said this was inspired by Underwood’s passion for an active lifestyle.

The singer’s latest partnership is fully in line with her personal mission to ensure that health and wellness are at the forefront of everything she does.

She said: “I am fortunate to be able to integrate my passion for health and fitness into a business model and personal brand that I can support and be proud of.”

Bodyarmor was founded in 2011 by businessman and beverage industry veteran Mike Repole, who previously helped found Glaceau, the manufacturer of Vitaminwater. According to data from Beverage Digest, the brand is the third largest sports drink on the market, accounting for 13% of sales in this category.

Repole said that Bodyarmor’s sales last year reached $1 billion, an increase of 70% over 2019. Coca-Cola purchased a minority stake in 2018, which helped sales to a certain extent, thereby increasing its visibility and circulation.

Duane Stanford, editor and publisher of Beverage Digest, said: “There is no doubt that they are definitely one of the fastest growing sports drinks. “They have actually been able to maintain a significant growth rate, which is really interesting. “

Repole’s goal is to eliminate Gatorade, the industry leader owned by PepsiCo, which controls 70% of the market.

He said: “I hope to be the number one sports drink by 2025.” “I said it in 2011. A lot of people are laughing.”

He continued: “Gatorade is currently five times our size.” “Ten years ago, they were 500 billion times our size. Therefore, we narrowed the gap, from 500 billion times to five times our size. “

He hopes to bring the brand into more mainstream through endorsements like Underwood, which is one of the ways he hopes he can get there.

He said: “Other traditional sports drinks are not outside the athlete’s box, and you know that Bodyarmor has always been innovative and always different.”

Disclosure: Comcast NBCUniversal is the parent company of CNBC.


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