Energy drink brand GORGIE unveiled that social media guru and entrepreneur Alix Earle has joined the company as a strategic investor. The move marks a significant evolution in Earle’s portfolio, following her investment in SipMARGS and collaboration with poppi earlier this year.

Earle recently completed her time on “Dancing With the Stars” with a second-place finish and fueled herself with GORGIE along her journey on the show, the brand says. The influencer’s authentic connection with the brand sparked a deeper insight and led to Earle identifying GORGIE as “unique asset in a crowded market.”

In a statement, Michelle Cordeiro Grand, founder and CEO of GORGIE, said that Earle’s authenticity, energy and dedication to her craft make her an ideal partner as the brand grows.

“I’ve watched her evolve from a college student to a media mogul and fantastic representative of the next generation of business leaders,” Grant said in a statement. “We are just thrilled to have her join our team, mission and journey is spreading energy with wellness to all. She has inspired all of America and our team with what she has accomplished thus far in her career and we know what to come is just beyond our wildest dreams.”

The founder also noted that together with Earle, GORGIE will become the go-to energy drink for consumers.

“I’m so excited to partner with GORGIE,” Earle said in a statement. “I have been a consumer of the brand for years, but my time on ‘Dancing With the Stars’ really allowed me to stress-test the product. GORGIE didn’t just keep me awake — it sustained a demanding training schedule without the crash I’ve experienced from other energy drinks.

“I quickly realized that GORGIE is more than an energy drink, it’s a category disruptor, and I’m thrilled to work alongside Michelle to scale her vision for the brand,” she continued.