BODYARMOR LYTE Sports Drink announced a new equity partnership with American Idol season 4 winner and country star Carrie Underwood.
The company offers a low calorie, no sugar added premium sports drink option with potassium-packed electrolytes, antioxidants and coconut water. As an entrepreneur, Carrie will celebrate the 6th anniversary this year as founder and lead designer of her fitness and lifestyle brand, CALIA by Carrie Underwood, which is the second-highest selling women’s brand within Dick’s Sporting Goods.
In 2020, she continued to turn her passion for health and wellness into a growing business empire with the launch of her fitness app, fit52, and publication of her New York Times bestselling book, FIND YOUR PATH: Honor Your Body, Fuel Your Soul, and Get Strong with the Fit52 Life, in which she shares her belief that fitness is a lifelong journey, providing a common-sense approach to staying active, eating well, and looking as beautiful as you feel, 52 weeks a year.
“Partnering with BODYARMOR LYTE was a natural evolution for me, from a personal and professional standpoint,” said Carrie. “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.”
To kick off the partnership, Carrie stars in a national television campaign. The singer will also appear in advertising for BODYARMOR SportWater, a premium water with a performance pH9+. In the BODYARMOR LYTE campaign, Carrie’s costar is basketball superstar and veteran brand partner, James Harden.
“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.”