Steph Curry Teams up with Michelle Obama’s PLEZi to Launch New Hydration Drink

By Evans Momodu
Published 19:09 UK GMT

NBA superstar Steph Curry is stepping off the basketball court and into the booming world of sports hydration drinks, partnering with Michelle Obama’s beverage brand PLEZi to launch a new line: PLEZi Hydration.

The drink enters a competitive $25 billion market already filled with high-profile names like Lionel Messi, Logan Paul’s Prime, Gatorade (PepsiCo), and Body Armor (Coca-Cola). But Curry’s new venture aims to stand out by offering a healthier sports drink alternative, packed with better-for-you ingredients and functional benefits.

What is PLEZi Hydration?

PLEZi Hydration debuts with three refreshing flavours:

• Lemon Lime

• Tropical Punch

• Orange Mango Twist

The drinks are available now via Amazon and select grocery stores across California, home of Curry’s team, the Golden State Warriors. Each 16.9-ounce bottle is priced at $2.29, placing it on par with most mainstream sports drinks.

According to Mintel, the U.S. sports drink market is projected to reach $32.6 billion by 2028, driven by consumer demand for nutritional beverages that offer more than just hydration.

What Sets PLEZi Apart?

Anup Shah, PLEZi’s COO, says the product was carefully formulated to meet Curry’s high standards:

• Double the electrolytes

• No added sugar

• Lower sodium

• Higher potassium

“When we analysed the market, many sports drinks were loaded with sugar or artificial sweeteners,” Shah said. “Steph brings credibility and authenticity. He wanted to create a drink that’s a better, cleaner option for everyday consumers.”

Curry and his wife Ayesha were both “instrumental” in developing the drink, contributing to both its formulation and branding. They also serve as investors and partners in the company.

Leveraging Star Power for Market Impact

Marketing experts believe Curry’s involvement will help cut through the noise in the crowded hydration space. According to Tom Khan-Lavin, CEO of YesMore (a beverage marketing agency), Curry brings “instant trust and brand recognition” and a “ready-made audience,” which reduces the need for massive marketing budgets.

The launch comes just weeks after PepsiCo acquired Poppi, a prebiotic soda brand, for $1.6 billion—highlighting how major beverage companies are doubling down on health-focused, functional drinks.

Founded just two years ago, PLEZi—which means “joy” in Haitian Creole—was originally launched to create healthier alternatives to sugary kids’ drinks. With the introduction of PLEZi Hydration and its existing PLEZi Fizz line, the brand is now expanding to reach older consumers and health-conscious adults.

According to Shah, the goal is clear: "We’re aging up the portfolio, offering more health-forward choices for a wider audience."
Source: CNN
Image: CNBC