BODYARMOR LYTE Sports Drink, Carrie Underwood enter equity partnership
Music artist stars in brand’s 1st national TV campaign
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.