A active lifestyle requires hydration, and it’s not just about those daily workout moments.
BODYARMOR sports drink, the leader in sports and active hydration understands this concept more than anyone, which is why its latest innovation in the field, BODYARMOR FIT, was launched to deliver modern hydration to these everyday moments.
Unlike its traditional sports drink or BODYARMOR Flash IV, BODYARMOR FIT is a sparkling sports drink that combines electrolytes, caffeine, functional ingredients and zero sugar to reinforce the brand’s commitment to premium hydration and continued innovation to meet the fitness and active lifestyle of its consumers.
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Cincinnati Bengals quarterback Joe Burrow for BODYARMOR FIT, the sports drink brand’s new innovation focused on modern hydration. (BODYARMOR/Fox News)
Cincinnati Bengals Quarterback Joe Burrow is one of these consumers and, as a BODYARMOR athlete partner, he is supporting the launch of BODYARMOR FIT with the digital campaign “Fitness Never Rests”.
New innovation in hydration is something Burrow believes in.
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“BODYARMOR FIT is BODYARMOR’s version of modern hydration. It’s designed for real life, when you move throughout your day and stay active in different ways,” Burrow said in an exclusive statement to Fox Business. “It’s a sparkling sports drink with electrolytes, a little caffeine, and metabolism-supporting ingredients. Whether I’m working out, traveling, or just on the go, it fits into those in-between moments and has become a great addition to my routine. That’s really where the idea behind ‘Fitness Never Rests’ came from.
“For me, fitness is not just a workout, it’s a state of mind that lasts all day. BODYARMOR FIT is the way people live today, always on the move, always doing something.”
BODYARMOR FIT is the latest innovation in modern active hydration from the leader in sports drinks. (BODYARMOR/Fox News)
Fox Business also had the opportunity to sit down with Sara Weaver, VP of Brand Marketing at BODYARMOR, to discuss this new innovation and why she believes it was the brand’s “natural progression” in this area.
“At BODYARMOR, we are always looking to modernize the space,” she explained. “We have a portfolio that meets these different consumer needs and occasions. …Consumers are looking for lighter, more refreshing drinks. They fit into their active lifestyles throughout the day. Here, hydration goes beyond just that workout, just that time of day. It’s about how people fuel their entire day, and BODYARMOR FIT is set to address these changes, integrating seamlessly into everything from work to travel, passing through social moments, to fill the gap in the intersection of sports drinks and functional drinks.
The drink, available in five flavors — mixed berry, tropical passion fruit, orange mango, citrus grapefruit and watermelon lime — contains 290 milligrams of electrolytes for hydration, while also containing 60 milligrams of caffeine.
“It was a very intentional choice,” Weaver said when asked about this balance of hydration and caffeine. “So we provide 290 milligrams of electrolytes for hydration. We also have a combination of about 60 milligrams of caffeine, which we consider mildly caffeinated, to give you an extra boost, but without pushing you over the edge and crashing later. Ingredients like green tea extract and choline, which support metabolic function. So the combination of hydration and metabolism support in one seamless experience is a big part of which makes this product versatile and so different from what is available on the market today.
The new BODYARMOR FIT is available in five different flavors, as part of the brand’s latest innovation. (BODYARMOR/Fox News)
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Weaver also called Burrow a “natural fit” when they approached him to be the pitching athlete here because of his active mindset, whether he’s on the field with the Bengals or off it.
“When we pitched this to Joe and asked him to be our feature with BODYARMOR FIT, he was totally aligned,” Weaver added. “Because his discipline and performance goes way beyond just that one match day, which really made him a natural fit. We have received a lot of positive feedback on the product from our athlete partners.”
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