NBA star Steph Curry, renowned for his on-court achievements, is venturing into the sports drink market alongside former first lady Michelle Obama’s beverage brand, PLEZi. This move places him in the competitive $25 billion sports drink industry, facing rivals such as Leo Messi, Logan Paul, Coca-Cola’s BodyArmor, and PepsiCo’s Gatorade.
The new product, PLEZi Hydration, launches with three flavors: lemon lime, tropical punch, and orange mango twist. It is available on Amazon and in select grocery stores in California, home to Curry’s team, the Golden State Warriors. A 16.9-ounce bottle is priced at $2.29, aligning with other hydration drinks.
According to research firm Mintel, the sports drink market in the United States is projected to reach $32.6 billion by 2028. This growth is driven by consumer demand for healthier alternatives to soda, with added nutritional value.
PLEZi Chief Operating Officer Anup Shah stated that the taste and ingredients of the new drink meet Curry’s high standards, setting it apart in a crowded market. PLEZi Hydration features double the electrolytes, no added sugar, lower sodium content, and more potassium compared to competitors.
“When we reviewed the market, many existing sports drinks contained high sugar or artificial sweeteners,” Shah explained. Curry’s credibility and desire to offer a better option for consumers enhance the product’s appeal.
Curry and his wife, Ayesha, are investors and brand partners at PLEZi. Their connection to health and fitness resonates strongly, particularly in the competitive US market, according to Tom Khan-Lavin, CEO of drinks marketing agency YesMore.
“In a crowded market, a recognizable and respected figure creates instant trust and brand recognition,” Khan-Lavin noted. “Moreover, they bring a ready-made audience, reducing the need for traditional marketing spend.”
PLEZi, meaning joy and fun in Haitian Creole, launched two years ago with a focus on healthier alternatives to children’s drinks like juice boxes. Beyond Curry’s hydration drink, the company offers a carbonated soda called PLEZi Fizz, part of its strategy to expand its portfolio.
— news from CNN