CELSIUS Expands LIVE. FIT. GO.TM Campaign with 2025 NIL College Football Roster

BOCA RATON, Fla., August 27, 2025 – The premium, functional energy drink brand CELSIUS® today announced the expansion of its LIVE. FIT. GO.^TM campaign with the unveiling of its 2025 NIL roster, featuring four standout collegiate football players from top programs across the country. This expansion reflects CELSIUS’ growing footprint in the collegiate space: on the field, in the gym, and across campuses nationwide through the CELSIUS University student ambassador program. The 2025 NIL roster includes:

• Jeremiyah Love (Running Back, Notre Dame)
• Caleb Downs (Safety, Ohio State)
• Bryce Underwood (Quarterback, Michigan)
• Cade Klubnik (Quarterback, Clemson)

Known for their exceptional performance and dedication to fitness and wellness, these athletes are a true embodiment of living fit every day.

The campaign features a national 30-second anthem ad spot that immerses viewers in the electric energy that is college football game day: from energetic stadiums and roaring student sections to tailgates, mascots, marching bands, and the early Saturday morning anticipation of game day. The campaign celebrates the tradition, passion, and performance behind the sport.

Each athlete will also be spotlighted in a 15-second ad spot, giving fans a behind-the-scenes look at their daily grind, from early training sessions and film study to recovery routines and campus life. The content provides an authentic look into what it takes to compete at the collegiate level and how CELSIUS energizes their journey.

“Jeremiyah, Caleb, Bryce and Cade are true embodiments of what it means to chase greatness everyday– each an ideal representation of the lifestyle championed by our LIVE. FIT. GO campaign,” commented Kyle Watson, Chief Marketing Officer at CELSIUS. “Activating in the collegiate space remains integral to CELSIUS’ growth and connection with Gen Z consumers, and our new NIL football roster is an impactful investment that we’re excited to kickoff. College football has a huge fanbase and presents a great opportunity to reach wider audiences in a meaningful and authentic way.”

CELSIUS is also growing its college campus presence through CELSIUS University, a paid student ambassador program that gives aspiring marketing professionals brand experience.  The program launched in 2022 and now spans over 80 campuses.

Our LIVE. FIT. GO.^TM campaign will roll out across national TV, digital platforms, and social media throughout the 2025 season, with additional integrations on college campuses and in local markets.

CELSIUS offers a lineup of refreshing, fruit-forward flavors, designed to refresh your everyday energy and pair perfectly with every moment of your day. Whether it’s crushing a workout or hustling through your workday, CELSIUS delivers energy when it matters most.

Don’t miss a moment of the action this season! Grab your favorite CELSIUS and elevate your game day experience. To find CELSIUS near you, visit our store locator.