New Leaf Brands, Old Tappan, N.J., and Steve Smith – Pro Bowl wide receiver for the New York Giants – signed a multi-season endorsement agreement. The agreement marks New Leaf’s first celebrity endorsement and makes Smith a New Leaf shareholder.
“Steve Smith is exactly the type of athlete we want endorsing New Leaf,” said New Leaf Chief Executive Officer Eric Skae, in a statement. “He excels on the field and is relatable off the field, where he is extremely active with his fans in social media and heavily involved in various charitable organizations, including March of Dimes, Joe Girardi’s Catch 25 Foundation for Alzheimer’s research, and the Chelsea Piers Scholarship Fund. He came to New Leaf to discuss potential opportunities, because 'It Just Tastes Better.’ From a business perspective, his bi-coastal appeal will certainly help drive New Leaf in the top two markets in the U.S.”
“I have been a life-long fan of iced tea,” Smith said, in a statement. “When I go out to dinner, or I am just hanging around the house, it’s my go-to beverage. When I tried New Leaf iced tea last year, I was hooked immediately. Recently, I had the opportunity to try their line of lemonades and am now a big fan of them as well. I feel humbled and excited to endorse a product that I not only believe in, but use in my daily life.”
The agreement will last through the end of next season, at a minimum, the company said.