Michelle Obama Teams up With NBA Star Stephen Curry to Launch PLEZi Hydration
Golden State Warriors point guard Stephen Curry is entering the competitive sports drink market by teaming up with former First Lady Michelle Obama’s brand, PLEZi.
Together, they are launching PLEZi Hydration, a new sports drink designed to offer a healthier alternative in the $25 billion market, which already includes major players like Coca-Cola’s BodyArmor and PepsiCo’s Gatorade.
PLEZi Hydration will debut in three flavors: lemon lime, tropical punch, and orange mango twist. It will be available on Amazon and in select grocery stores across California, Curry’s home state. The 16.9-ounce bottle is priced at $2.29, aligning with other sports drinks on the market.
The sports drink industry is projected to grow significantly, with estimates suggesting it will reach $32.6 billion in the U.S. by 2028, according to research from Mintel.
This growth is largely driven by consumers looking for “better for you” alternatives to soda—drinks that promise more nutritional benefits. As part of this trend, PLEZi Hydration is aiming to cater to those seeking healthier options.
PLEZi Hydration stands out with its emphasis on health. The drink contains double the electrolytes, no added sugar, and lower sodium content, along with more potassium compared to other sports drinks.
PLEZi’s Chief Operating Officer, Anup Shah, explained that many current sports drinks are filled with high levels of sugar or artificial sweeteners, and PLEZi aims to offer a better alternative, CNN reported.
Both Curry and his wife, Ayesha, played a key role in the creation of the drink, helping shape its taste and nutritional profile. This personal involvement is important to the brand’s identity, as it emphasizes Curry’s commitment to health and fitness.
Shah believes that Curry’s reputation will resonate with consumers, especially in the highly competitive U.S. market, and will help build instant trust and recognition for the brand.
Tom Khan-Lavin, CEO of drinks marketing agency YesMore, noted that having a prominent figure like Curry behind the product gives it immediate credibility. Curry’s influence in the fitness world and his established fan base can help reduce the need for extensive marketing, making the brand stand out even more.
Michelle Obama, who has long been an advocate for healthier living and better food choices, is also heavily involved in the PLEZi brand. Her influence in promoting nutritious alternatives could possibly add a powerful dimension to the partnership, given that she is a well-known figure.
Obama’s collaboration with Curry provides an additional layer of credibility, particularly for consumers interested in wellness and nutrition.
PLEZi, which translates to “joy” and “fun” in Haitian Creole, initially launched with a focus on offering healthier alternatives to traditional sugary drinks for children. Now, with the release of PLEZi Hydration, the company is shifting its focus to a broader demographic.
In addition to the hydration drink, the brand also offers a carbonated beverage called PLEZi Fizz, aiming to expand its product line and appeal to a wider audience.
Scroll down to leave a comment and share your thoughts.
Leave a Comment