Plezi Vitamin, the general public profit firm co-founded by Michelle Obama, has created a brand new sports activities drink with Stephen Curry.
4-time NBA champion Stephen Curry is teaming up with former first girl Michelle Obama to launch a more healthy sports activities drink possibility.
Curry and Obama on Wednesday introduced the launch of Plezi Hydration, by way of Obama’s public profit firm, Plezi Vitamin. The drink provides to Curry’s rising portfolio of off-court ventures because the 37-year-old nears the ultimate years of his enjoying profession.
The sports activities drink market is a crowded house, however Curry mentioned the beverage’s give attention to well being and wellness makes it totally different. The drink touts no added sugar or synthetic sweeteners, much less sodium than main rivals and a full each day dose of vitamin C.
“We have created one thing with good elements and unbeatable taste, so individuals can gasoline their our bodies the fitting approach. No nonsense, no shortcuts — as a result of the subsequent era deserves higher,” Curry mentioned in an announcement.
Plezi can be obtainable in three flavors
The sports activities drink class is essentially dominated by three primary gamers. PepsiCo’s Gatorade has 61% market share, adopted by Coca-Cola’s Powerade at 14.5% and BodyArmor at 11.8%, in response to knowledge analytics firm Euromonitor Worldwide.
Curry joins the rising checklist of athletes and celebrities investing within the sports activities and power drink market from the late Kobe Bryant (BodyArmor) to LeBron James (Mtn Dew Rise) to fighter and influencer Logan Paul (Prime).
The general demand for superior hydration may be very robust proper now, in response to Howard Telford, senior trade supervisor for gentle drinks at Euromonitor.
Within the ready-to-drink sports activities drink class, quantity declined to 2024, however gross sales rose as a consequence of greater costs, Telford mentioned.
The class faces stress from the rise of powder combine concentrates and oral rehydration manufacturers comparable to Pedialyte and Electrolit which can be difficult the dominance of conventional sports activities drinks.
Plezi mentioned Curry was not solely as an investor within the product, however he additionally helped on all the things from the precise beverage to the packaging. His spouse Ayesha, who has a culinary background, additionally helped with the creation and style of the drink.
Plezi, which suggests “enjoyable” in Creole, can be obtainable in three flavors: lemon lime, tropical punch and orange mango twist. Curry’s favourite taste is the orange mango twist.
The drinks can be bought in California at Walmart, Albertsons and Safeway, and obtainable nationwide on Amazon. The 16.9-ounce bottles will price $2.29 every and include 70 energy in a full bottle.
“We’re excited to offer a scrumptious, more healthy possibility for everybody who’s attempting to get energetic and keep hydrated,” Obama, co-founder and strategic companion at Plezi Vitamin, mentioned in an announcement.
Obama launched Plezi Vitamin in 2023, with the aim to “assist elevate a more healthy era of children,” following her “Let’s Transfer!” marketing campaign throughout her time within the White Home.
Curry has additionally been an advocate for well being and vitamin by way of non-profit Eat, Study, Play, which he and Ayesha created in 2019. Plezi mentioned it has collaborated with ELP on numerous occasions by offering drinks.
