Vita Coco Signs Four NFL Players as Endorsers

On the eve of the 2012-13 NFL season, Vita Coco announced today that it has signed four professional football players to join its roster of athlete endorsers. San Francisco 49ers tight end Vernon Davis, Arizona Cardinals wide receiver Larry Fitzgerald, Denver Broncos wide receiver Eric Decker, and Chicago wide receiver Devin Hester will represent the coconut water brand and appear in ads promoting its message of “Hydrate naturally.” Terms of the agreements were not disclosed.

Vita Coco’s announcement comes on the heels of a couple other significant moves involving coconut water and NFL players. Over the past two weeks, multifunction beverage BODYARMOR, which contains 10 percent coconut water, signed three NFL players, including New England Patriots tight end Rob Gronkowski, as endorsers and investors, while Vita Coco rival ZICO recently made the decision to drop former Miami Dolphins wide receiver Chad Johnson as an endorser following his arrest from an alleged domestic dispute.


Here is Vita Coco’s press release announcing the endorsement signings:

Pro-athletes trade up to coconut water and endorse Vita Coco brand in advertising and marketing campaigns running nationwide

NEW YORK–(BUSINESS WIRE)--Vita Coco, the country’s best-selling fresh coconut water brand, today announced new partnerships with four pro-football players training hard this month in preparation for the upcoming season. The players include:

  • Vernon Davis – San Francisco tight end
  • Larry Fitzgerald – Arizona wide receiver
  • Eric Decker – Denver wide receiver
  • Devin Hester – Chicago wide receiver

They will join Chicago basketball star Joakim Noah; Boston’s beloved second baseman Dustin Pedroia; and Texas star outfielder Josh Hamilton as faces for the Vita Coco brand, which has found a loyal following amongst pro-athletes who have incorporated coconut water into their training regimes.

“I’ve started drinking all-natural Vita Coco, and I can feel the difference in my training,” says Larry Fitzgerald. “With all the talk about natural hydration, I had to try it for myself. Now I keep a few cases at home and in the locker room fridge to stay hydrated and avoid cramps. It really works!”

The mission of Vita Coco’s athlete roster: to educate consumers about the importance of natural hydration. “Hydrate naturally” is the key message in Vita Coco’s ongoing advertising and marketing.

Davis, Fitzgerald, Decker and Hester will be featured in Vita Coco’s U.S. campaign, appearing in billboard, radio, digital media, and in-store advertising starting this month and running through the rest of the year.

About Vita Coco

Vita Coco® is America’s favorite fresh coconut water brand. Delicious, hydrating and electrolyte-rich coconut water has become a beverage staple and the ‘it’ drink. Informed, health-conscious consumers, in-the-know celebrities and influencers, pro-athletes and nutritionists have all become loyal fans of coconut water, swearing by the Vita Coco brand for its hydration and replenishment benefits. Award-winning Vita Coco is one of the most sought-after products in the beverage aisle and is available at over 60,000 stores across the country. Visit for more details.