Mike Repole, chairman of Body Armor, has stated that the company aims for its drink to lead the market, and claims that athletes are looking for a “better-for-you” option, Fedele said in an email to CNBC.
Bryant, who bought a stake in Body Armor in 2013, has said that he wants to be known for his desire to help entrepreneurs be successful over his basketball career. He launched $100 million investment fund Bryant Stibel with former Web.com Chief Executive Jeff Stibel in 2016, after retiring from the NBA that year.
Dr Pepper Snapple Group is also an investor, putting $20 million into BA Sports Nutrition in August 2015, owner of Body Armor.
