Vita Coco, a fresh coconut water brand, announced Monday new partnerships with four pro-football players training hard this month in preparation for the upcoming season.
The players include:
- Vernon Davis – San Francisco tight end
- Larry Fitzgerald – Arizona wide receiver
- Eric Decker – Denver wide receiver
- Devin Hester – Chicago wide receiver
They will join Chicago basketball star Joakim Noah; Boston’s second baseman Dustin Pedroia; and Texas star outfielder Josh Hamilton as faces for the Vita Coco brand, which targets pro-athletes who have incorporated coconut water into their training regimes.
Earlier, Rihanna joined Vita Coco’s rock-star list of brand loyalists, including Madonna and Red Hot Chili Peppers frontman Anthony Kiedis, both of whom are investors in Vita Coco and consider it their all-natural, super-hydrating drink of choice. (Read: Madonna Brings Rihanna to the Vita Coco Family)
“I’ve started drinking all-natural Vita Coco, and I can feel the difference in my training,” says Larry Fitzgerald. “With all the talk about natural hydration, I had to try it for myself. Now I keep a few cases at home and in the locker room fridge to stay hydrated and avoid cramps. It really works!”
The objective of Vita Coco’s athlete roster is to educate consumers about the importance of natural hydration. “Hydrate naturally” is the key message in Vita Coco’s ongoing advertising and marketing.
Davis, Fitzgerald, Decker and Hester will be featured in Vita Coco’s U.S. campaign, appearing in billboard, radio, digital media, and in-store advertising starting this month and running through the rest of the year.