Carrie Underwood has teamed up with BODYARMOR LYTE Sports Drink for a new equity partnership and also stars in the brand’s first-ever national television campaign.
The seven-time GRAMMY winner is expanding her ever-growing health and wellness portfolio by teaming up with the fastest-growing sports drink brand, which also has relationships with top athletes such as Naomi Osaka, Megan Rapinoe and Dustin Johnson.
For Underwood, who is the founder and lead designer of her fitness and lifestyle brand, CALIA by Carrie Underwood, the author of the best-selling book, FIND YOUR PATH: Honor Your Body, Fuel Your Soul, and Get Strong with the Fit52 Life, and creator of the fitness app, fit52, the partnership makes total sense.
“Partnering with BODYARMOR LYTE was a natural evolution for me, from a personal and professional standpoint,” Underwood says. “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. 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. This partnership is an important next step for me and the community I am building, which goes far beyond endorsing a brand.”
Underwood also stars in a new national television campaign, another first for the BODYARMOR LYTE brand. Additionally, the superstar will appear in advertising for BODYARMOR SportWater, a premium water with a performance pH9+.
“BODYARMOR Sports Drink continues to resonate with consumers who are looking for healthier hydration,” said Mike Repole, Co-Founder and Chairman, BODYARMOR. “Carrie Underwood is an incredible artist and entrepreneur and hydration plays an important role in her daily lifestyle, which is why BODYARMOR LYTE works so well for her. We couldn’t be more excited to have Carrie as part of the team to help us continue to build BODYARMOR’s awareness and momentum.”
The first TV spot, featuring Carrie Underwood alongside basketball superstar and veteran brand partner, James Harden, can be viewed above.