Carrie Underwood Teams Up With BODYARMOR LYTE, Stars In New Television Campaign

Carrie Underwood has teamed up with BODYARMOR LYTE Sports Drink for a new equity partnership and also stars in the…

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Lauren Jo Black

| Posted on

January 11, 2021

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Carrie Underwood; Photo Courtesy BODYARMOR

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.”

https://youtu.be/ePqew7J4Euk

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. 

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Lauren Jo Black

Written by

Lauren Jo Black

Lauren Jo Black, a University of Central Florida graduate, has immersed herself in the world of country music for over 15 years. In 2008, she co-founded CountryMusicIsLove, eventually selling it to a major record label in 2015. Following the rebranding of the website to Sounds Like Nashville, Black served as Editor-in-Chief for two and a half years. Currently, she assumes the role of Editor-in-Chief at Country Now and oversees Country Now’s content and digital footprint. Her extensive experience also encompasses her previous role as a Country Music Expert Writer for Answers.com and her work being featured on Forbes.com. She’s been spotlighted among Country Aircheck’s Women of Influence and received the 2012 Rising Star Award from the University of Central Florida. Black also spent time in front of the camera as host of Country Now Live, which brought live music directly to fans in 2021 when the majority of concerts were halted due to the pandemic. During this time, she hosted 24 weeks of live concerts via Country Now Live on Twitch with special guests such as Lady A, Dierks Bentley, Jordan Davis, Brett Young, and Jon Pardi. Over the course of her career, she has had the privilege of conducting interviews with some of the industry’s most prominent stars, including Reba McEntire, Blake Shelton, Luke Combs, Carrie Underwood, Luke Bryan, Miranda Lambert, Lainey Wilson, and many others. Lauren Jo Black is a longtime member of the Country Music Association and the Academy of Country Music.