Propel, Michael B. Jordan Launch “Propel Your City Project”
On a mission to eliminate barriers to wellness and exercise, Propel’s ongoing work with actor Michael B. Jordan is taking on a new dimension with the launch of the “Propel Your City Project” which aimed at supporting a specific partner organization in Los Angeles, Detroit, Houston and Atlanta to expand their individual reach and connect communities through movement.
“Fitness has been an integral part of my life, but finding my community, and the sense of belonging within it, is what helped get me where I am today. That’s the experience we’re trying to unlock for others with the ‘Propel Your City Project,’” said Jordan in a press release. “We’re supporting those that are doing work in their communities by creating spaces for people to connect and reap the mental, emotional and physical benefits of movement.
Here is how the Propel Your City Project is helping each of the selected cities:
- In Los Angeles, the project helped secured a centralized studio space for WalkGood LA’s wellness community to gather in LA, giving the organization the permanent location it was lacking.
- In Detroit, the project expanded The Trap Studio’s ongoing Yin Nights events by doubling its equipment available for loan. The Trap Studio’s classes incorporate music and dance into yoga “to introduce the practice to people of color and those who have felt excluded from it,” according to the release.
- In Houston, the project launched the first-ever monthly Movement & Mindfulness Experience with the BLK Beetles, an organization founded on creating wellness experiences that “connect and create spaces for equity and restoration in the BIPOC community.”
- In Atlanta, the project partnered with Atlanta Run Club to host and support its weekly track events. The club was started to activate and empower diverse runners through movement, coordinating free running groups and meet-ups for all fitness levels.
Propel isn’t the only fitness beverage company looking to make fitness more accessible. Earlier this month, Muscle Milk announced plans to team up with WNBA All-Star Candace Parker and the National Fitness Campaign (NFC) to build a new public outdoor Muscle Milk Fitness Court for one lucky community.
Day One Beverages Scores With Phoenix Rising FC
CBD-infused sparkling water brand has scored an exclusive stadium retail partnership with Phoenix Rising Football Club in Phoenix, Arizona. The deal marks the first collaboration between a CBD brand and a professional sports franchise in Arizona.
Beginning July 22 and continuing until the team’s final regular season home game on October 7, fans can purchase 12 oz. cans of Day One in Lemon, Lime and Grapefruit varieties at select concession stands throughout the stadium. Additionally, Day One Beverages and Rising will launch a sweepstakes kickoff challenge on August 30 through which fans will have the chance to win an all-expenses-paid trip to Colorado Springs to attend the club’s final game of the USL regular season on October 14.
“Joining hands with the Phoenix Rising FC is a game-changer for Day One,” said Day One founder and CEO Chris Clifford in a press release. “We’re incredibly excited to amplify the match-day experience by introducing our CBD-infused beverages to fans, igniting a new wave of enjoyment, well-being and mental wellness.”
Earlier this year, MYND Drinks became the first CBD company to partner with a Major Baseball League (MLB) club through its partnership with the Chicago Cubs. As part of the historic deal, MYND Drinks markets its drinks at Wrigley Field and has on-field signage on the baselines in addition to several in-game features.
The U.S. CBD beverage market is projected to rise from $1.2 billion in 2023 to $5.8 billion by 2033, according to Future Market Insights.
STARRY Unveils ‘Dunks and Drops’ Hersheypark Sweepstakes
Starry, PepsiCo’s recently-launched lemon lime soda, has teamed up with slam dunk champion and Philadelphia 76ers star Mac McClung to offer fans a chance to ride Hersheypark’s new Wildcat’s Revenge hybrid coaster.
Through the ‘Dunks and Drops Sweepstakes,’ which ends today, ten fans will be selected to receive a one-day pass to the theme park, all-day drink deals and a $100 gift card. Additionally, the winners and all Hersheypark guests will be welcomed to the park on July 29 for a meet-and-greet and dunk expo with McClung.
“STARRY Brings a new lemon lime flavor to the mix for a consumer who is simultaneously optimistic about the future and brings a sense of irreverence to their everyday, and we’re proud to partner with Mac McClung to bring his high flying skills to Hersheypark,” said Matt Nielsten, PepsiCo Beverages North America senior marketing director in the north division, in a press release.
Spider Energy Hits the Gas on Partnership with NASCAR Driver Ryan Ellis
Spider Energy announced it is teaming up with NASCAR Driver Ryan Ellis in an effort to rev up its presence in the racing world. As part of the partnership, the energy drink brand will collaborate with Ellis for two high-profile racing events this year.
On August 25, Spider Energy will be the secondary sponsor at the NASCAR Xfinity Series race at Daytona International Speedway, with spider logos displayed on Ellis’ No. 43 Chevy Camaro. Additionally, on November 4, the energy brand will be the primary sponsor for the NASCAR Xfinity Series Championship at Phoenix Raceway, where Ellis’ Chevy Camaro will also sport the Spider Energy logo.
“Spider Energy’s branding is set to dominate Phoenix Race Week, signifying more than a race for victory; it’s a race to amplify the Spider Energy brand,” said Golden Grail Beverages CEO Steve Hoffman in a press release. “This collaboration is a testament to our commitment to high-octane energy, innovation and the spirit of competition.”
The news comes on the heels of Spider Energy’s rapid retail expansion, with the drink now available in over 2,000 independent convenience stores nationwide, including Arkansas, Florida, South Carolina, Michigan, Ohio, West Virginia, Pennsylvania and Kentucky.
More Notable Marketing News:
- Premium hydration beverage Electrolit has been named the official hydration partner of professional soccer player Taylor Kornieck. In a press release, Kornieck said the brand “understands the importance of proper hydration in maximizing performance and recovery.”
- Dwayne “The Rock” Johnson’s ZOA Energy has announced a new name, image, likeness (NIL) campaign. Called “The Rock’s Warriors,” the annual program secured deals with seven college athletes who will lead an upcoming marketing campaign for the energy drink brand and create content across social media platforms.
- Accelerator (formerly A Shoc) has added LSU Gymnast and rising influencer Livvy Dunne to its sizable list of partners, which includes New York Yankee Aaron Judge, Super Bowl Champion Travis Kelce and Peloton’s Tunde Oyeneyin, among others, in hopes of gaining traction in the saturated energy category. NielsenIQ reported sales down -21% in the 52-week period ending July 1.