As BodyArmor looks to challenge Gatorade for the position as the top-selling sports drink, it will continue to look to superstar athletes to lead its charge. The company recently passed Powerade to become the number two sports drink brand by sales, and is expected to surpass $1 billion in sales this year. It had $400 million in sales in 2018.
That push will be aided by its latest additions to its portfolio of athlete partners, which include Christian McCaffrey, Trae Young, Sabrina Ionescu, CeeDee Lamb, Kemba Walker, Drew Lock and Ronald Acuña Jr. All seven also now have equity stakes in BodyArmor.
BodyArmor founder Mike Repole said that he believes the brand will pass Gatorade as the top-selling sports drink by 2025. It currently has more than 10% market share. In comparison, Gatorade has nearly 70%.
Those efforts were boosted in 2018 when Coca-Cola took a significant stake in BodyArmor and brought it into its distribution network, despite owning Powerade. Coca-Cola previously purchased another brand Repole started: Glacéau, which includes Vitaminwater.
BodyArmor’s Existing Partnership Portfolio:
— Official sports drink of the NCAA, MLS and UFC
— Los Angeles Angels outfielder Mike Trout
— Houston Rockets guard James Harden
— Tennis player Naomi Osaka
— Golfer Dustin Johnson
— USWNT & OL Reign winger Megan Rapinoe