Essentia Water, Bothell, Wash., launched a new campaign featuring NBA basketball star Jimmy Butler, NFL quarterback Justin Fields, and multi-platinum singer-songwriter Tate McRae. A continuation of its Stop for Nothing campaign, which launched in 2021, this new creative focuses on maintaining resilience by taking a moment to pause and hydrate, the company says.

Muscle Milk announced its first cause-based initiative, the Lifting Project to help make fitness more accessible to individuals in underserved communities. With the launch of the Lifting Project, Muscle Milk also is announcing the next iteration of its consumer engagement campaign Own Your Strength.

BioSteel Sports Nutrition Inc. announced its athlete partnership with Sergiño Dest, defender for the U.S. Men’s National Soccer Team (USMNT). Dest joins the brand’s team of elite athlete ambassadors that includes fellow soccer star Christen Press, as well as Patrick Mahomes and Luka Dončić.

Rowdy Energy, the energy drink brand founded by NASCAR driver Kyle Busch and entrepreneur Jeff Church, is expanding its lineup with the launch of Blue Raspberry and Grape. 

NBA All-Star Chris Paul continues to pursue his plant-based mission with a financial investment in Los Angeles-based Koia, leaders in 100% plant-based nutrition shakes. This investment furthers Paul's goal of providing better access for healthy foods to all and promoting the benefits he personally experiences from a plant-based lifestyle.

Premium energy drink UPTIME, Los Angeles, announced its partnership with Cade Cunningham, the rookie basketball player just selected as the No. 1 overall NBA Draft Pick by the Detroit Pistons. The collaboration is the award-winning Oklahoma State star's first with a beverage company.

In a one-of-a-kind gaming opportunity, Mountain Dew launched a limited-time mobile game "Zion Shoots. You Score." featuring NBA All-Star Zion Williamson. 

Seattle-based Talking Rain Beverage Co., the maker of Sparkling Ice beverages, announced the second annual Cheers to Heroes campaign to honor and celebrate America’s everyday heroes. To kick off this year’s campaign, the Sparkling Ice brand is teaming up with one of America’s favorite hometown heroes: three-time Olympic Gold Medalist Gabby Douglas.

Cutwater Spirits welcomed the return of baseball on April 1 by releasing new co-branded canned cocktails while also increasing its in-stadium presence through partnerships with teams across the league. 

Organic hydration drink HALO is ramping up efforts to get people hydrating the right way as it welcomes professional tennis player Andy Murray to the team as a brand ambassador and investor.