BODYARMOR Sports Drink announced a bold new chapter in Canada with a refreshed visual identity and the launch of “Choose Better,” a masterbrand campaign that celebrates athletes and everyday consumers who challenge the status quo in pursuit of becoming better every day, the company says. 

The nationwide rollout, which begins this month, features a new wordmark, sleek modern packaging, and the brand’s first-ever icon that’s designed to reinforce BODYARMOR’s commitment to real ingredients, innovation and better-for-you hydration, it adds.

This move builds on the refreshed brand identity and campaign that BODYARMOR introduced in the United States earlier this year, evolving the original design first unveiled nearly 15 years ago when BODYARMOR entered the market and redefined the sports drink category. In Canada, this evolution follows BODYARMOR’s official debut in January 2024, marking its first expansion beyond the United States, and continues to build momentum around the brand’s updated identity and new campaign.

BODYARMOR has fueled unprecedented growth in the sports drink category by delivering on four core promises: superior hydration, better-for-you ingredients, better taste, and no artificial flavors, sweeteners or dyes, the company says. Although the category has evolved since BODYARMOR first hit the scene in 2011, its DNA remains unchanged: bold, authentic, and unapologetically real. Now, BODYARMOR is bringing that same edge to Canada.

The brand transformation is rooted in four key areas:

•    Modern look and feel

•    Simplified design to showcase the reality of ingredients

•    Differentiated portfolio

•    Bringing boldness and energy back to the traditional sports drink category

“At BODYARMOR, we’re on a relentless quest to be better tomorrow than we were the day before, and Canada is the next frontier in that journey,” said Tom Gargiulo, chief marketing officer at BODYARMOR Sports Nutrition, in a statement. “With bold design, real ingredients, and a campaign that speaks to the drive of Canadian athletes and consumers, we’re raising the bar once again. BODYARMOR was built to challenge the status quo, and our evolution is powerfully reflected in our partnership with the NHL ― a league that embodies the grit, passion, and performance we stand for, and one that’s deeply woven into Canadian sport and culture. This is more than a launch. It’s commitment to a market that’s ready for better. We’re all in, and we’re just getting started.”

The “Choose Better” campaign will air across national TV, reaching key cities such as Toronto, Montreal, Ottawa, Vancouver, Calgary and Edmonton, and also will come to life through digital creative, streaming, out-of-home and social media extensions. Featuring fan-favorite athletes Connor McDavid and Vladimir Guerrero Jr., the campaign encourages Canadian consumers to make more considered decisions that make today better than yesterday, including how they hydrate.

Consumers can spot the superstar athletes when the campaign debuts on national broadcast during the start of the 2025-26 NHL season and will start to see the new packaging in stores in October, with the nationwide rollout expected to be completed by the end of the year.