Pure Athlete Names NU/KE Hydration Official Hydration Partner

ATLANTA (October 15, 2026) — Pure Athlete, the leading youth sports podcast and content platform, today named NU/KE Hydration its first-ever Official Hydration Partner. The partnership brings together two brands committed to helping young athletes block out the noise, focus on the work and become the best version of themselves in sports and in life.

More than half of U.S. kids ages 6 to 17 play on a sports team or take sports lessons. As families invest more in youth sports, parents are paying closer attention to what their kids put into their bodies. NU/KE was built for those families, athletes and schools looking for a healthier alternative to traditional sports drinks. Made with just seven simple ingredients, NU/KE contains no dyes or additives.

“Parents are making decisions every day about how to best support their young athletes, and as a sports parent myself, I know that hydration is an important part of that,” said Jeff Francoeur, former MLB outfielder, Atlanta Braves broadcaster and co-host of Pure Athlete. “I appreciate that NU/KE is thinking about hydration through the lens of what young athletes actually need. It’s a product I feel good about giving my own kids, and that’s the kind of partner we want to bring to Pure Athlete families.”

The partnership grew out of a shared view of how young athletes develop. Pure Athlete helps families navigate an increasingly complex youth sports culture, with guidance from some of sports' most respected athletes, coaches and experts. NU/KE champions that same mindset, whether by providing a healthier alternative to traditional sports drinks or through its FREEK athlete program, which partners with athletes to help support them in reaching their individual goals.

"From the beginning, we saw a natural alignment between NU/KE and Pure Athlete. We both believe young athletes deserve more than the noise and hype that so often surrounds sports today," said Marty Frascogna, co-founder of NU/KE Hydration. "Pure Athlete has built a trusted community by putting the athlete and their long-term development first. We're proud to come alongside that mission and help young athletes and their families perform at their best and enjoy the journey along the way."

The hydration partnership comes as Pure Athlete continues to expand its resources for sports families. Its weekly podcast has more than 180 episodes approaching 2 million plays, and its content has earned more than 250 million views across social platforms. Through the podcast and its premium membership platform, Pure Athlete Plus (PA+), Pure Athlete connects families with insights from professional athletes, coaches and experts. Topics span performance, mental performance/health, nutrition, character development, injury prevention and the many decisions families face throughout the youth sports journey.

To celebrate the partnership, Pure Athlete listeners and followers can use code PURE15 for 15% off NU/KE Hydration at NUKEHydration.com.

To learn more about Pure Athlete, listen to the podcast or explore PA+ Baseball, visit PureAthlete.com. For more information about NU/KE Hydration, visit NUKEHydration.com.

ABOUT PURE ATHLETE Pure Athlete creates inspirational and informational content across a variety of platforms, including its flagship podcast hosted by Jeff Francoeur, Britt Lee and Brad Williams,  empowering parents, coaches and the next generation of athletes to successfully navigate the complex culture of youth sports in a healthy way. Pure Athlete connects with many of sports' most iconic figures and topical experts like Bobby Witt Jr, Kirk Herbstreit, Nick Saban, Mallory Swanson, Chris Sale, Kerri Walsh-Jennings and more, tapping into their shared wisdom and expertise. Follow Pure Athlete on Instagram, YouTube, and Facebook: @PureAthleteInc. Listen to the show on Apple Podcasts and Spotify. Learn more about the Pure Athlete podcast, PA+ Baseball and The Pure Athlete Call-in Show at PureAthlete.com.

ABOUT NU/KE HYDRATION NU/KE Hydration is a clean sports hydration brand built for athletes, families and schools looking for a healthier alternative to traditional sports drinks. Founded in Jackson, Mississippi, by Marty and Lesley Frascogna—parents ultimately looking for cleaner hydration options for their own kids. NU/KE is made with just seven simple ingredients, with no dyes or additives, available in Lime Time and O.G. Orange.

NU/KE sells direct to consumer, has a subscription service and works directly with schools, teams and athletes to make cleaner hydration more accessible for the next generation of athletes. NU/KE is available at NUKEHydration.com. Follow @nukehydration on Instagram and Facebook.