Alex Bregman Joins Throne Sport Coffee
Functional coffee brand Throne Sport Coffee is expanding its roster of professional athlete ambassadors with the addition of Chicago Cubs third baseman Alex Bregman in an “equity-backed alignment.”
“I invested in the company because I believe in it. You have to take ownership of what you put into your body if you want to play for a long time […] it’s a better-for-you coffee that keeps you going, which is important to me,” said Bregman in a statement.
Founded in 2024 by former BodyArmor head of marketing Michael Fidele, Throne produces a portfolio of ready-to-drink cold brews and dairy-free lattes, with the latter delivering 10 grams of protein per 11 oz. can. Both lines are NSF certified and contain 150mg of caffeine.
Kansas City Chiefs quarterback Patrick Mahomes, New York Liberty star Breanna Stewart, NBA skills trainer Chris Brickley and Peloton cycling instructor Alex Touissant are also ambassadors of the brand.
The news comes roughly one month after the brand closed a $10 million funding round and partnered with DSD House Big Geyser to push into the New York City metro market this year.
Evian Creates Limited Edition Bottles with Jeff Koons
Evian is celebrating its 200th anniversary by launching two limited edition glass bottles created in partnership with artist Jeff Koons, inspired by his signature Balloon Dog sculpture. The “200 years young” rPET bottles will start rolling out to retailers in May and will be available throughout the summer, or while supplies last.
The bottles will be accompanied by a new global campaign starring Koons alongside the brand’s ambassador roster, including tennis stars Carlos Alcaraz, Frances Tiafoe and Emma Raducanu, and professional golfer Céline Boutier. The ad spot is set at evian’s source in the heart of the French Alps and embodies the brand’s “Live Young” philosophy, according to a press release.
“When evian approached me, the message about youth immediately resonated with me. It reflects a truth I deeply believe in: youth is not defined by age, but by mindset,” said Koons in the release. “I chose to incorporate my Balloon Dog into the design because it not only echoes the iconic status of the brand itself, but also embodies the spirit of celebration, playfulness, curiosity and the joy of creating a moment that feels both life-giving and uplifting.”
FINNSUL Teams with Tarte
FINNSUL, the nootropics-infused hydration mix created by Tarte founder Maureen Kelly, is gearing up to release Tarte x FINNSUL product kits that pair each flavor with a different Tarte product, such as Tartelette Tubing Mascara or Marajuca Juicy Lips lip gloss.
Pairings include Maracuja Juicy Gloss + Strawberry ($27), Tubing Mascara XL + Strawberry ($28), Tubing Mascara + Strawberry ($28), Maracuja Juicy Gloss + Lemonade ($27) and Maracuja Juicy Gloss + Passionfruit ($27).
OIKOS Unveils ‘All-Strength Team’
Doubling down on its high-protein positioning, OIKOS is introducing its “All-Strength Team,” a curated group of athletes recognized “not just for performance, but for resilience, recovery and how they fuel strength before, during and after the game,” according to a press release.
The roster will soon be announced on the brand’s official Instagram, Facebook, YouTube and TikTok accounts.
Still G.I.N. Expands Partnership with Martha Stewart
Television personality Martha Stewart has again teamed up with Still G.I.N. by Dre and Snoop, this time to create a signature martini recipe: the Still Marthatini. The recipe features Still G.I.N., dry vermouth and a pink cara cara orange for garnish.
Stewart first partnered with Still G.I.N. in November, launching her signature cocktail, the “Water Melly,” a blend of Still G.I.N., watermelon juice, lime and cucumber bitters.
Waterloo Named the Official Sparkling Water of AVP
The Association of Volleyball Professionals (AVP), the longest-running professional beach volleyball tour in the U.S., has named Waterloo its official sparkling water. The two-year deal brings the brand’s products to AVP League, AVP Heritage Tournament Series and AVP America events nationwide.
“This league partnership feels so natural to us – as we bring the refreshing, full-out flavor experience of Waterloo to the growing base of fans and athletes enjoying the full-on action under the sun at professional beach volleyball matches throughout the U.S.,” said Kathy Maurella, CMO at Waterloo, in a statement.
Sprite Enters ‘Freshest Chapter Yet’
The Coca-Cola Company’s Sprite brand is ushering in what it calls its “freshest chapter yet” with the launch of a new global platform called “It’s That Fresh.” The new era of growth includes a refreshed logo and partnerships across music, basketball, spicy food, fashion and street culture, according to a press release.
The new look includes the return of Sprite’s “Lymon” symbol, one of its most recognizable assets, as well as a more contemporary logo design. The fresh packaging is now rolling out nationwide across both Sprite and Sprite Zero Sugar.
The brand has also introduced the Sprite Sound, described as a “global sonic identity” that “builds on Sprite’s longstanding connection to music.” It was created in collaboration with Grammy Award-winning artist Mustard and will live across all of the brand’s audio and video communications.
“Together, these platforms demonstrate Sprite’s continued focus on bold innovation grounded in consumer trends — with more to come as the brand evolves its portfolio to meet shifting tastes and create new occasions for ultimate refreshment globally,” reads the release.