BODYARMOR LYTE Sports Drink today announced an exciting new partnership with 7-time Grammy Award-winning superstar, CARRIE UNDERWOOD. To kick off the partnership, Underwood stars in a national television campaign alongside basketball superstar and veteran brand partner, JAMES HARDEN.
The 2018 NBA MVP and 8x All-Star joined the BODYARMOR brand in 2014 as a equity partner and ambassador. This latest TV ad with Underwood, is not the first campaign that Harden has co-starred in. Most recently, Harden was featured in the brand’s May 2020 ‘Only You Can Make You Better Campaign’ alongside BODYARMOR ambassadors Megan Rapinoe, Skylar Diggins-Smith, Mike Trout, Naomi Osaka, Dustin Johnson and Carlos Vela.
“I have the ‘get better every day/every second’ mentality while I’m on court or in the gym,” said Harden. “That’s my focus. It’s great for Carrie to become a part of the BODYARMOR family and I’m excited for her to bring her energy to our LYTE campaign.”
The fastest-growing sports drink brand is also known for relationships with other top athletes including Ja Morant, Trae Young, Christian McCaffrey, Kyler Murray and Baker Mayfield.
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