Plezi Nutrition, the public services company co-founded by Michelle Obama, has created a new sports drink with Stephen Curry.
The quadruple NBA champion Stephen Curry teams up with former First Lady Michelle Obama to publish a healthier sports drink option.
Curry and Obama announced on Wednesday the launch of Plezi Hydration, through the public service company of Obama, Plezi Nutrition. The drink is added to the growing portfolio of companies outside the field while the 37 -year -old man approaches the last years of his player career.
The sports drinks market is a overcrowded space, but Curry has said that the focus on health and well-being makes it different. The drink does not praise added sugar or artificial sweeteners, less sodium than rivals to be guided and a complete daily dose of vitamin C.
“We have created something with intelligent ingredients and an unbeatable flavor, so that people can feed their body in the right way. No nonsense, no shortcuts – because the next generation deserves better,” Curry said in a press release.
Plezi will be available in three flavors
The sports drinks category is largely dominated by three main players. Gatorade de Pepsico holds 61% market share, followed by Powerade de Coca-Cola at 14.5% and Bodyarmor at 11.8%, according to the data analysis company Euromonitor International.
Curry joins the growing list of athletes and celebrities who invest in the Sports and Energy Beverages of the late Kobe Bryant (Bodyarmor) in LeBron James (MTN Dew Rise) in Fighter and Influencier Logan Paul (bonus).
The overall demand for advanced hydration is very strong at the moment, according to Howard Telford, main director of industry for carbonated drinks at Euromonitor.
In the sports drinks for ready -to -drink athletes, the volume has dropped to 2024, but sales increased due to higher prices, said Telford.
The category is facing the pressure of the rise in powder mixture concentrates and oral rehydration marks such as Pedialyte and Electrolit which question the domination of traditional sports drinks.
Plezi said Curry was not only as an investor in the product, but he also helped everything from the real packaging. His wife Ayesha, who has culinary training, has also helped the creation and taste of drink.
Plezi, which means “fun” in Creole, will be available in three flavors: lime, tropical punch and orange mango torsion. Curry’s favorite flavor is the torsion of orange mango.
Drinks will be sold in California in Walmart, Albertsons and Safeway, and available national on Amazon. The 16.9 ounce bottles will cost $ 2.29 each and contain 70 calories in a complete bottle.
“We are delighted to provide a delicious and healthier option to all those who try to become active and remain hydrated,” said Obama, co-founder and strategic partner at Plezi Nutrition, in a press release.
Obama launched Plezi Nutrition in 2023, with the aim of “helping to raise a healthier generation of children”, following “Let’s Move!” Campaign during his stay at the White House.
Curry was also a defender of health and nutrition through the non -profit entrance EAT, Learn, Play, whom he and Ayesha created in 2019. Plezi said that he had collaborated with ELP on various events by providing drinks.