In 2013, Kobe Bryant invested $5 million for a 10% stake in the company (now worth $200+ million).Yes, but: If Gatorade was built for athletes, then BodyArmor was built by them."Our focus is not even primarily on athletes - it's 100%," he tells me. The big picture: Despite being a popular non-performance drink, Brett O'Brien, Gatorade's SVP and GM, says the company exists to serve athletes. BodyArmor was geared toward the health-conscious consumer from the jump, with a core product containing antioxidants and coconut water. Product innovation: Gatorade was groundbreaking in 1965, but it has adjusted to changing health trends over the years, as people realized electrolytes shouldn't be surrounded by all that sugar.BodyArmor's page feels a bit more organically 2020, leaning into audience engagement. Marketing: Gatorade leans fully into its role as a "point of sweat" companion, filling its Instagram feed with home workouts.The state of play: Gatorade's standing as the old guard is evident in its approach, while BodyArmor was clearly born in the 2010s, with an innate understanding of modern tactics and health trends. Social following: Gatorade has 1.5 million followers across Twitter and Instagram.BodyArmor has three products: Sports Drink, Lyte Sports Drink and SportWater. Products: Gatorade offers a wide variety of products including Original, G2, Bolt 24 and various bars, chews, gels and powders.Parent company: Gatorade is owned by PepsiCo, while rival Coca-Cola (which also owns Powerade) bought a minority stake in BodyArmor in 2018.BodyArmor was launched in 2011 by Repole, who previously co-founded Glacéau (SmartWater, VitaminWater).
Founding story: Gatorade was created in 1965 by scientists at the University of Florida upon request from football coach Ray Graves.Gatorade brings in over $7 billion annually, while BodyArmor is on track to eclipse $1 billion for the first time this year. Gatorade holds 72% of the sports drink market, while Powerade is at 20% and BodyArmor is at 7%. Reality check: Repole's goal isn't out of the question, but BodyArmor faces a steep climb.1 sports drink by 2025," CEO Mike Repole told CNBC. "This is either going to go bankrupt in five years or going to be the No.Why it matters: It wants to market itself as a worthy challenger to the throne that Gatorade has occupied for nearly six decades. BodyArmor is making noise in the sports drink market, announcing seven new athlete partnerships last week, including Christian McCaffrey, Sabrina Ionescu and Ronald Acuña Jr.
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