Celsius is getting some extra star power ahead of this year’s Winter Olympics. The energy drink brand announced this week that three-time Olympic gold medalist Shaun White has joined its roster of of athlete partners, including which includes New York Knicks star Julius Randle, 2020 Olympic all-around champion gymnast Suni Lee, and a slate of others from across the world of sports and fitness.
White has been a ubiquitous presence within pro snowboarding and skateboarding for well over a decade, helping influence both sports’ worldwide popularity while on his way to Olympic titles and a record 15 gold medals at the X Games. Within the CPG space, White is also a known quantity, having launched his own flavor of KRAVE beef jerky while also serving as an ambassador for plant-based meat company Beyond Meat.
“Partnering with CELSIUS is awesome because they have a great product that helps give that extra boost in my daily training,” said White, who favors Sparkling Watermelon and Sparkling Orange flavors. “ I don’t have to worry about the extra sugars or additives you find in so many energy drinks. I’m pumped to be a part of the team as I head into my 5th Olympics.”
In an email to BevNET, Celsius CEO John Fieldly called White “one of the greatest action sports athletes of all time,” but that his personal affinity for the brand aligns with its goal of “working with our brand partners in an authentic way.”
“Shaun is the perfect embodiment of what it means to Live Fit…not just in his sport, but in everything he does,” said Fieldly. “His long list of entrepreneurial endeavors and projects align perfectly with some of the exciting campaigns we have planned for this year. We were lucky enough to be able to join him at Copper Mountain a few weeks ago for a shoot and we are beyond excited to integrate the amazing content that was captured into several of our brand campaigns over the next several months.”
Celsius enters 2022 off another year of triple-digit growth, outperforming the category by over 12x on its way to gaining a further 60,000 stores (95,000 total) in 2021, according to the company. Those numbers come against recent declines in the stock price this month, amid reports highlighting selling of shares by Fieldly and other institutional investors.
ZICO Partners with Indiana Pacer Chris Duarte
Coconut water brand ZICO Rising has named Indiana Pacer shooting guard Chris Duarte as its first athlete partner under the new ownership of PowerPlant Partners.
Duarte was a contender for the NBA’s Rookie of the Year Award for the 2021 season and was the 13th overall pick in the first round of the 2021 NBA Draft. He received the 2021 Jerry West Award as the top shooting guard in men’s collegiate basketball.
“I grew up drinking coconut water in the Dominican Republic, and it’s both delicious and nutritious,” Duarte said in a press release. “Being properly hydrated is a critical part of my everyday performance, and ZICO is the most natural coconut water out there and has no added sugar, which is really important to me. ZICO’s commitment and drive for positive social impact is equally impressive, and I’m honored and excited to be a member of the ZICO family.”
Founded in 2004 by Mark Rampolla, ZICO was an early leader in the U.S. coconut water category and was acquired by The Coca-Cola Company in 2013. However, after Coke discontinued the brand in 2020, it was acquired last year by PowerPlant Partners – in which Rampolla is a co-founder and managing director – and relaunched as ZICO Rising. According to the release, the brand has now reacquired over 3,800 retail locations after a dark period prior to the acquisition.
“Chris is everything we want ZICO to stand for in this world,” Rampolla said in the release. “He’s a hardworking, high-performing athlete as well as a great person, dad, and representative of his beloved Dominican Republic. He also happens to be a ZICO fanatic, and we’re thrilled to welcome him as part of the team.”
Daphne Oz is New Face of PLUME & PETAL
Food and hospitality author and TV host Daphne Oz has been named the new Brand Ambassador for Bacardi-owned low-ABV vodka brand Plume & Petal, with a limited edition cocktail kit serving as the first release of an integrated, multi-platform media campaign which will also include food and cocktail recipes.
“Making good choices and using flavorful ingredients that embrace the deliciousness of life is incredibly important to me, which is why I’m so thrilled to be collaborating with PLUME & PETAL on this initiative,” said Oz in a press release. “I’m excited to be teaming up with a brand of which I’m already such a fan. I can’t wait to share all the goodies I’ve been cooking up, and how they can be paired with delicious PLUME & PETAL cocktails that are easy to prepare at home to savor and maximize the moment.”
“As consumers view wellness through a broader lens and are looking for more ways to have a balanced lifestyle, we are thrilled to be teaming up with Daphne Oz to bring our consumers new ways to practice mindful drinking. As a professional and a parent who juggles myriad responsibilities, Daphne is the perfect collaborator to show people how they can find balance while still enjoying themselves,” said Jennifer Pisciotta, Global Vice President, Acceleration Brands at Bacardi. “At 20% abv, half that of traditional vodkas, PLUME & PETAL is the perfect choice for occasions when our consumers want to savor delicious full flavor cocktails while still being mindful.”
Recall the brand faced some backlash earlier this year on social media after critics took issue with gendered language in initial marketing materials, a decision to which Bacardi admitted it was “not proud.”
Day One Partners with USA Pickleball
After a long session of pickleball, athletes need something to help them unwind. Now, Day One CBD sparkling water is planning to play that role as it has been named the exclusive “Official CBD Partner of USA Pickleball” for a three-year term.
USA Pickleball is the official governing body of the sport, which was first invented in 1965 and is now fast growing across North America and abroad. According to the organization, pickleball participation was up 21% in 2020 and the total number of American players is estimated around 5 million.
For Day One, the announcement comes just days after the brand was acquired by cannabis portfolio company 1933 Industries. Relaunched across the country last year, Day One produces a line of sparkling waters containing 20 mg of CBD per 12 oz. can. As the line works to expand its presence in retail, Day One is priced at $2.99 per can in a move to drive trial by presenting consumers with a more affordable alternative to its more expensive CBD beverage competitors.
“With the rapid emergence of the sport, we are excited to align Day One with such an amazing community of athletes and enthusiasts of the game. Day One is excited to introduce its’ efficacious & delicious line of CBD beverages with Pickleball athletes seeking post-match refreshment and recovery products,” said Chris Clifford, founder and CEO of Day One, in a press release. “This is only just the beginning of our partnership with the Pickleball community. We are here to serve players around the country and look forward to releasing additional recovery products as our partnership expands.”
Day One isn’t the only beverage sponsor of USA Pickleball, however. Last month, the organization announced Shamrock Farms’ Rockin’ Protein shake line as its “Official Protein and Recovery Beverage.”