BODYARMORSuperDrink
IndustryBeverage manufacturing
Founded2011; 13 years ago (2011)
FoundersLance Collins and Mike Repole
Headquarters
Queens, New York City
,
Key people
Nick Mouton, CEO
Mike Repole, Chairman
Vanessa Bryant, Board of Directors
Klay Thompson, Investor
Rob Gronkowski, Investor
Baker Mayfield, Investor
Buster Posey, Investor
Mike Trout, Investor
Richard Sherman, Investor
Skylar Diggins, Investor
Sydney Leroux, Investor
Dustin Johnson, Investor
Ryan Blaney, Investor
Anthony Rizzo, Spokesperson
ParentThe Coca-Cola Company
WebsiteOfficial website
Bodyarmor SuperDrink fruit punch

BODYARMOR is an American sports drink brand owned by The Coca-Cola Company.[1] Products launched under the brand include: Sports, "Lyte" Sports, "Edge Sports," and "SportWater".

Mike Repole created the drink in 2011. In the summer of 2018, The Coca-Cola Company purchased a minority stake in the company to position BODYARMOR as a premium sports beverage above its own Powerade brand.[2] The purchase by Coca-Cola made them the second largest shareholder. In November 2021, Coca-Cola acquired the remaining 85% stake of the company.[3]

Flavors and variations

BODYARMOR variations are listed below:

Sports Drink

Zero Sugar

Lyte

Edge

Flash I.V.

Flash I.V. Sticks

SportWater

Discontinued

Product ingredients

General ingredients for the beverage include: Filtered Water, Pure Cane Sugar, Coconut Water Concentrate, Citric Acid, Dipotassium Phosphate (Electrolyte), Vegetable Juice Concentrate (Color), Ascorbic Acid (Vitamin C), Magnesium Oxide (Electrolyte), Niacinamide (Vitamin B3), Calcium D-Pantothenate (Vitamin B5), alpha-Tocopheryl Acetate (Vitamin E), Zinc Oxide (Electrolyte), Pyridoxine Hydrochloride (Vitamin B6), Folic Acid (Vitamin B9), Vitamin A Palmitate (Vitamin A), Cyanocobalamin (Vitamin B12), and natural flavors.[citation needed]

Partnerships

BODYARMOR has partnered with Naomi Osaka, Baker Mayfield, Andrew Luck,[4] Mike Trout,[5] Rob Gronkowski,[6] Klay Thompson,[7] Skylar Diggins,[8] Sydney Leroux, and Ryan Blaney.[9]

In April 2015, BODYARMOR became the official sports drink of the Los Angeles Angels of Anaheim.[10]

As part of their deal with Blaney, BODYARMOR is also a sponsor on the #12 car for Team Penske in the NASCAR Cup Series.

In 2018, BODYARMOR became the official sports drink brand of the Ultimate Fighting Championship, commensurate with the introduction of the "Knockout Punch" flavor.[11]

Later in 2018 with Coca-Cola's minority stake taken in the company, BODYARMOR became the official sports drink brand for the NCAA's national championship tournaments, including the men's and women's basketball tournaments starting in 2019.

In 2019, BODYARMOR became the official sports drink of Major League Soccer beginning with the 2020 MLS season.[12]

Legal issues

In 2012, Baltimore's Under Armour Inc. settled its trademark infringement lawsuit[13] against California-based Body Armor Nutrition LLC. The suit claimed that BODYARMOR used variations of Under Armour's name and logo to sell its sports beverage products. Terms of the settlement have not been disclosed. The lawsuit had alleged that Body Armor's name, the “interlocking” logo on its sports drink bottles and use of the phrase “Protect + Restore,” infringe on Under Armour's trademarks.

References

  1. ^ "Our Story". BODYARMOR Sports Drink | Superior Hydration. Retrieved 2023-02-12.
  2. ^ Schultz, Clark (14 August 2018). "Coca-Cola takes stake in BodyArmor". SeekingAlpha. Retrieved 18 March 2019.
  3. ^ "Coca-Cola Acquires Full Ownership of BodyArmor". Cspdailynews.com. 2021-11-01. Retrieved 2021-12-03.
  4. ^ Boudway, Ira (September 17, 2013). "Colts Quarterback Andrew Luck Dumps Gatorade for a Stake in Upstart Bodyarmor - Bloomberg Business". bloomberg.com. Retrieved March 16, 2015.
  5. ^ "Angels will quench thirst with bodyarmor in 2015".
  6. ^ Madden, Lance (August 14, 2012). "Rob Gronkowski Becomes Endorser, Investor for BodyArmor SuperDrink - Forbes". forbes.com. Retrieved March 16, 2015.
  7. ^ Sorkin, Sam (February 19, 2015). "Klay Thompson signs endorsement deal with BodyArmor Sports Drink". goldenstateofmind.com.
  8. ^ Heitner, Darren (October 7, 2014). "WNBA Superstar Skylar Diggins Becomes BODYARMOR Endorser". forbes.com. Retrieved March 16, 2015.
  9. ^ Schaelaeckens, Leander (September 23, 2014). "USA's Leroux continues to pursue her dreams despite difficult path". foxsports.com. Retrieved March 16, 2015.
  10. ^ Costa, Brian (April 2, 2014). "Mike Trout Spurs Sports-Drink Deal Between Angels, BodyArmor". wsj.com. Retrieved April 10, 2015.
  11. ^ "BodyArmor Heads Into UFC Octagon As 'Official Sports Drink'". BevNet. 17 January 2018. Retrieved 18 March 2019.
  12. ^ MLS Communications (September 17, 2019). "BODYARMOR to become official sports drink of Major League Soccer in 2020". mlssoccer.com. Archived from the original on 2019-09-23.
  13. ^ "Under Armour settles case against Body Armor". www.bizjournals.com. Dec 27, 2013. Retrieved 2019-08-22.