In a bold move, BODYARMOR LYTE partners with Carrie Underwood.
Proper hydration isn’t limited to just professional athletes, which is why the Carrie Underwood and BODYARMOR LYTE partnership sets the brand on an important path for the new year. While Underwood has been vocal about a balanced, active lifestyle, many people look to her for inspiration. With this new partnership, it could spark an important conversation about proper hydration.
Although Underwood is a music icon, she has expanded her brand to include a fitness and lifestyle component. As seen in her social media feeds, being active is important to her balanced lifestyle.
For Underwood, she looks for products that fit into her personal choices. Underwood, said “I’m a firm believer that what you put into your body matters, so the fact BODYARMOR LYTE is made with no artificial flavors, sweeteners and no colors from artificial sources, is important to me.”
A growing food trend with consumers is the concept of knowing the ingredients in the food and beverages that they enjoy. From the ingredients used to clean labels, many consumers are drawn to products that those lifestyle goals.
Through the Underwood and BODYARMOR LYTE partnership, the focus tends to be on the idea of a better for you mindset. It isn’t necessarily the ultimate athlete or the overachiever. From the mom who carves out 30 minutes to get moving to anyone who is looking for a better for you option, this sports drink can fit into a variety of lifestyle options.
Underwood said, “BODYARMOR LYTE has everything that my body needs to recharge and keep me hydrated throughout my day and everything I do. While music will always be my first love and priority, I’m so fortunate to have been able to build my passion for health and fitness into a business model and personal brand I can stand behind and be proud of.”
As seen in the recent BODYARMOR LYTE video, that idea of more is clear.
While most people do not have Underwood’s life, that concept of “more” is relatable. For example, busy moms always have more on their plate. Many people fill their calendars with event after event. In order to check off all those to-do list items, people need the fuel to make it happen.
Still, consumers are becoming more aware of their food and beverage choices. While the shelves hold a variety of options, consumers are savvy.
Mike Repole, Co-Founder and Chairman, BODYARMOR, said “BODYARMOR Sports Drink continues to resonate with consumers who are looking for healthier hydration. That idea of healthier is becoming more prevalent. It is a concept that is not just limited to the gym or a particular way of eating. It crosses over into every aspect of people’s lives.
While this Carrie Underwood partnership is just at the beginning, it will be interesting to see how it evolves. Most likely the message will resonate with many people.
What do you think of the new partnership? More importantly, will it encourage you to drink some BODYARMOR LYTE?