Sports drink maker Bodyarmor announced on Monday that seven-time Grammy award winning singer Carrie Underwood will be its first celebrity endorser as the sports drink maker looks to broaden its appeal. As part of the deal, Underwood will get an undisclosed equity stake in the company and will appear alongside James Harden in Bodyarmor Lyte’s first-ever television campaign. She will also appear in advertising for Bodyarmor’s premium SportWater product.
“I have spent probably the past 15 years working on myself and falling more and more in love with health and fitness,” Underwood told CNBC. “So it just all ties it together and I love that I’ve been able to create this big web of health and fitness things going on in my life.”
Underwood joins an impressive roster of endorsers to the brand including NBA star James Harden, PGA golfer Dustin Johnson, MLB’s Mike Trout, pro tennis player Naomi Osaka and soccer star Megan Rapinoe. The late Kobe Bryant was one of the original investors in Bodyarmor and was instrumental in taking the brand mainstream. She’s also been very active in the fitness space. Nearly six years ago, she ventured into fitness apparel with the launch of CALIA, a workout line created exclusively for Dick’s Sporting Goods. The lifestyle brand has seen rapid success, becoming the second most popular women’s brand for the sporting goods retailer.
Bodyarmor was founded in 2011 by businessman and beverage industry veteran Mike Repole, who previously helped found Glaceau, the maker of Vitaminwater. The brand is the third largest sports drink on the market, with 13% of the category’s sales, according to data from Beverage Digest.