BODYARMOR LYTE Sports Drink, a brand of Whitestone, N.Y.-based BODYARMOR, announced a new equity partnership with 7-time Grammy Award-winning superstar Carrie Underwood. Best known for relationships with top athletes including Naomi Osaka, Megan Rapinoe and Dustin Johnson, the sports drink brand has now added a world-class musical artist to its roster by welcoming Underwood and her expanding fitness and lifestyle portfolio to the BODYARMOR team.
The decision to team up with Underwood was strategic in nature, as the brand comes off an unprecedented milestone year. An extension of BODYARMOR Sports Drink, BODYARMOR LYTE offers a low-calorie, no-sugar added premium sports drink option with potassium-packed electrolytes, antioxidants and coconut water. The brand knows that consumers, beyond athletes, are looking for better-for-you options when it comes to sports drinks, as health and wellness trends continue to rise. The better-for-you mindset matters to Underwood, too.
As an entrepreneur, Underwood will celebrate the 6th anniversary this year as founder and lead designer of her fitness and lifestyle brand, CALIA by Carrie Underwood, which is the second-highest selling women’s brand within Dick’s Sporting Goods, it says. In 2020, she continued to turn her passion for health and wellness into a growing business empire with the launch of her fitness app, fit52, and publication of her New York Times bestselling book “FIND YOUR PATH: Honor Your Body, Fuel Your Soul, and Get Strong with the Fit52 Life.” The book shares her belief that fitness is a lifelong journey, providing a common-sense approach to staying active, eating well, and looking as beautiful as you feel, 52 weeks a year. Her partnership with BODYARMOR LYTE, aligns perfectly with her personal mission to ensure that health and wellness is at the forefront of everything she does, the company says.
“Partnering with BODYARMOR LYTE was a natural evolution for me, from a personal and professional standpoint,” Underwood said in a statement. “I’m a firm believer that what you put into your body matters, so the fact BODYARMOR LYTE is made with no artificial flavors, sweeteners and no colors from artificial sources, is important to me. BODYARMOR LYTE has everything that my body needs to recharge and keep me hydrated throughout my day and everything I do. While music will always be my first love and priority, I’m so fortunate to have been able to build my passion for health and fitness into a business model and personal brand I can stand behind and be proud of. This partnership is an important next step for me and the community I am building, which goes far beyond endorsing a brand.”
To kick off the partnership, Underwood stars in a national TV campaign, another first for the BODYARMOR LYTE brand. Underwood will also appear in advertising for BODYARMOR SportWater, a premium water with a performance pH9+. In the BODYARMOR LYTE campaign, Underwood is positioned alongside basketball superstar and veteran brand partner, James Harden. The spot can be viewed in full here: https://youtu.be/ePqew7J4Euk
“BODYARMOR Sports Drink continues to resonate with consumers who are looking for healthier hydration,” said Mike Repole, co-founder and chairman at BODYARMOR. “Carrie Underwood is an incredible artist and entrepreneur and hydration plays an important role in her daily lifestyle, which is why BODYARMOR LYTE works so well for her. We couldn’t be more excited to have Carrie as part of the team to help us continue to build BODYARMOR’s awareness and momentum.”