WHITESTONE, N.Y. — BODYARMOR Sports Drink today announced a partnership with women’s basketball star Diana Taurasi. Taurasi will join an all-star roster of BODYARMOR athlete partners and investors and will play a key role in BODYARMOR LYTE’s first-ever ad campaign launching this month.
The BODYARMOR LYTE campaign consists of three video spots, digital and social creative, in-store activation and radio execution, and also features partners Dustin Johnson and Megan Rapinoe. Diana’s spot, which details her obsession and dedication to always strive for better, was voiced-over by Academy Award Winner and BODYARMOR shareholder, Kobe Bryant.
Link to Diana’s BODYARMOR LYTE ad can be found here: https://youtu.be/njLZ27wvu6o
Taurasi, who is the leagues’ all-time leading scorer, noted that her BODYARMOR partnership is one of the few brand partnerships she’s had in her career.
“It really was the right time and the right product” said Taurasi. “Heading into my 14th professional season, it’s important for me to put the right things in my body so I feel my best out there on the court – and staying hydrated plays a big role in that. BODYARMOR LYTE keeps me hydrated better than anything else out there, so I’m excited to join the team and continue spreading the word that there’s a better-for-you hydration option out there.”
Diana Taurasi will join fellow women’s basketball star Skylar Diggins-Smith on the team BODYARMOR roster – and both athletes will face off against each other this evening to kick off the season. Other members of Team BODYARMOR include James Harden, Mike Trout, Kristaps Porzingis, Mookie Betts, Anthony Rizzo, Dustin Johnson, Andrew Luck, Richard Sherman, Ryan Blaney and more.
BODYARMOR, with natural flavors & sweeteners, potassium-packed electrolytes, coconut water, vitamins and no colors from artificial sources, provides superior hydration for today’s athletes. BODYARMOR LYTE has all the same nutrients as BODYARMOR Sports Drink but as only 20 calories per serving and is naturally sweetened.
The launch of the BODYARMOR LYTE campaign comes at an exciting time in the brand’s growth. In 2017, BODYARMOR was a $235 million retail brand closing out the year with a 5 share of the sports drink category at convenience, when other sports drink were declining. BODYARMOR started 2018 strong, going from 15 SKUS in 2017 to 30 SKUS currently, which include BODYARMOR sports drink, BODYARMOR LYTE sports drink and BODYARMOR SportWater – and the brand is currently a 6 share in the convenience channel. In April, BODYARMOR debuted its largest ad campaign to-date, consisting of national TV spots with Harden, Porzingis, Trout and Diggins-Smith, written and directed by Kobe Bryant.
BODYARMOR is the fastest growing sports drink in the category. The consumer demand for a better-for-you sports drink has made BODYARMOR the third-largest sports drink in the U.S. BODYARMOR is also the official sports drink of UFC. For more information visit www.drinkbodyarmor.com