Stephen Curry & Michelle Obama Enter Sports Drink Arena

4X NBA champion Stephen Curry is teaming up with former first lady Michelle Obama to release a healthier sports drink option. Curry and Obama on Wednesday announced the launch of Plezi Hydration, through Obama’s public benefit company, Plezi Nutrition. The drink adds to Curry’s growing portfolio of off-court ventures as the 37-year-old nears the final years of his playing career. The sports drink market is a crowded space, but Curry said the beverage’s focus on health and wellness makes it different. The drink touts no added sugar or artificial sweeteners, less sodium than leading rivals and a full daily dose of vitamin C. The sports drink category is largely dominated by three main players. PepsiCo’s Gatorade has 61% market share, followed by Coca-Cola’s Powerade at 14.5% and BodyArmor at 11.8%, according to data analytics company Euromonitor International. Obama launched Plezi Nutrition in 2023, with the purpose to “help raise a healthier generation of kids,” following her “Let’s Move!” campaign during her time in the White House.

Source: CNBC