POWERCOCO announced today that they would team up with New York Knicks NBA all-star player Carmelo Anthony to promote their Next Generation Sports Drink line as acting executive vice president of innovation.
As part of his VP role, Anthony will help educate athletes around the world about the natural hydration benefits POWERCOCO provides. The drink brand itself was founded by minor league baseball player Tyler Beuerlein, who wanted to make a healthier drink for athletes as he found the various high-calorie and sugar and -sodium saturated sports drinks readily available in the consumer marketplace, according to a press release issued by POWERCOCO on Thursday.
"After many years as a professional athlete, I've become more aware of the ingredients I put into my body to perform at my best," Anthony said for the press release. "There is no question that the natural ingredients and low sugar formula of POWERCOCO is the best choice to keep me hydrated on and off the court. I am proud to help introduce The Next Generation Sports Drink as a part of the POWERCOCO movement."
Anthony's executive role will stretch to working with the executive committee for POWERCOCO to evolve the brand with the changing times, production functionality and flavor development, listed the press release. Additionally, Anthony will become the celebrity spokesperson for the sports drink brand, and will use his celebrity recognition to advocate the message of healthier drinking for athletes with POWERCOCO's natural hydration promise.
"Most consumers would be shocked if they took the time to realize how much sugar exists in other sports drinks," Steve Vasquez, president of POWERCOCO and 20-year veteran of the beverage industry, was quoted as stating for the press release. "It is clear that Carmelo shares our mission for delivering a better sports drink to the market. The POWERCOCO team is looking forward to the perspective that Carmelo will bring to our brand as more than just an investor."
The POWERCOCO, made by Beuerlein, is made from natural coconut water and about a third of the sugar found in a regular sports drink, noted the press release, to assist in allowing for an "optimal performance" from an athlete. POWERCOCO is available in drug stores in the New York City metropolitan area, at all Hi Health locations in Arizona, and through Amazon.com for the rest of the country.
When coming up with the brand, Beuerlein said he wanted to "create a healthier drink for athletes without compromising efficacy or great taste," stated the press release.
