PLEZI Hydration
Michelle Obama partnered up with Stephen Curry to launch PLEZI Hydration.
Steph Curry and Michelle Obama have partnered to launch a new sports hydration drink.
PLEZI Hydration enters the competitive hydration market, aiming to be a healthier sports drink option.
The four-time NBA champion and former first lady announced the new brand on Wednesday Mar. 26 with its intentions to provide health-conscious consumers with better hydration options.
The drink will debut with three flavors: Lemon Lime, Tropical Punch and Orange Mango Twist.
Michelle Obama launched PLEZI Nutrition in 2023 as a public enterprise that focused on improving food and beverage standards for children.
“We’re excited to provide a delicious, healthier option for everyone who’s trying to get active and stay hydrated,” Obama stated.
UNG marketing professor Laura Pricer spoke about the sports drink market and how it’s trending towards healthier options, with consumers seeking alternatives to traditional sports drinks.
Steph Curry, known for his basketball prowess and advocacy of health and wellness, expressed his excitement about the product’s potential impact.
“We’ve created something with smart ingredients and unbeatable flavor, so people can fuel their bodies the right way. No nonsense, no shortcuts because the next generation deserves better,” Curry stated in an interview by CNBC.
“High profile figures such as Michelle Obama and Stephen Curry bring significant brand recognition and credibility. PLEZI Hydration will stand out from many existing sports drinks and strongly appeal to health-conscious consumers.” – Lauren Pricer, UNG Marketing Professor
PLEZI Hydration will compete with other notable brands such as Gatorade, Powerade, BodyArmor, Logan Paul and KSI’s PRIME and Lionel Messi’s Más+.
The drink was designed with input from registered dietitians, featuring more potassium, half the sugar of regular sports drinks and lower sodium levels.
PLEZI revealed that Curry was not only an investor in the product, but he also helped on everything from the actual drink to the packaging of the bottles.
His wife, Ayesha Curry, also played a role in developing the flavors, ensuring the drink met health standards but also tasted great.
PLEZI Chief Operating Officer Anup Shah expressed his high hopes and expectations for the drink, adding that Curry will set apart their drink from others.
“When we did a review of the market, a lot of the existing sports drinks have a lot of either high sugar or a lot of artificial sweeteners. What we love about Curry is he brings credibility to the space and he wanted to put out a product that was a better option for consumers.”
The 16.9-ounce bottles will cost $2.29 each and contains 70 calories per bottle.
The drinks will be sold in Walmart and Target while also being available nationwide on Amazon.