Bodyarmor SuperDrink
Corporate brand
UnclaimedBODYARMOR is an American sports-hydration beverage brand founded by Mike Repole and owned by The Coca-Cola Company.
Last updated October 17, 2026
Overview
Bodyarmor SuperDrink, marketed primarily as BODYARMOR, is an American sports and hydration beverage brand created by entrepreneur Mike Repole in 2011. The brand was developed to compete in the sports-drink category with a positioning centered on premium ingredients, coconut-water content, electrolytes, vitamins, and a broader range of formulations than conventional glucose-based sports beverages. Its product portfolio has included traditional sports drinks, reduced-calorie Lyte beverages, Edge products, SportWater, zero-sugar drinks, and later Flash I.V. hydration products and powdered hydration sticks. The brand entered a category historically dominated by Gatorade and Powerade. Its marketing emphasized athlete associations, team and league partnerships, and a premium alternative to established sports-drink products. Bodyarmor partnered with professional athletes including Joe Burrow, Naomi Osaka, Baker Mayfield, Andrew Luck, Mike Trout, Rob Gronkowski, Klay Thompson, Skylar Diggins, and Sydney Leroux. It also pursued official sponsorship and licensing relationships across baseball, mixed martial arts, college sports, soccer, hockey, motorsports, and other athletic properties. In April 2015, Bodyarmor became the official sports drink of the Los Angeles Angels of Anaheim. In 2018, the brand became the official sports drink of the Ultimate Fighting Championship, coinciding with the launch of the Knockout Punch flavor. That year, The Coca-Cola Company acquired a minority interest in Bodyarmor, becoming the company's second-largest shareholder. Coca-Cola used the investment to strengthen its position in the premium sports-beverage segment and to place Bodyarmor above Powerade in its beverage portfolio. Bodyarmor subsequently became associated with NCAA national championship tournaments, including the men's and women's basketball tournaments beginning in 2019, and became the official sports drink of Major League Soccer from the 2020 season. Coca-Cola acquired the remaining 85 percent of Bodyarmor in November 2021, bringing the brand fully into its corporate portfolio. Bodyarmor remains positioned as a sports-hydration brand rather than a general soft-drink label. Its product architecture has expanded from conventional flavored sports drinks to zero-sugar, lower-calorie, alkaline-water, enhanced-electrolyte, and powdered hydration formats. Listed formulations generally use filtered water, cane sugar or alternative sweetening systems, coconut-water concentrate, electrolytes, vitamins, acids, natural flavors, and color ingredients, although formulas vary by product. The brand has also faced legal scrutiny. In 2012, Under Armour settled a trademark-infringement lawsuit against Body Armor Nutrition LLC, alleging that the beverage company used elements resembling Under Armour's name, logo, and related branding. The settlement terms were not disclosed. Despite that dispute, Bodyarmor continued expanding its retail, athlete, and sports-property presence. In 2024, it became the official sports drink of the National Hockey League. The brand's overall strategy is to occupy a premium, athlete-oriented position within Coca-Cola's non-alcoholic beverage system while competing with established sports-drink and emerging hydration brands.
History
Mike Repole created Bodyarmor in 2011 as a sports-hydration challenger aimed at consumers seeking an alternative to incumbent sports-drink brands. The company built its proposition around a premium presentation, coconut-water concentrate, electrolytes, vitamins, and multiple flavor and calorie profiles. Its early portfolio included conventional Sports Drink products and later expanded into Lyte, Edge, and SportWater lines. Bodyarmor's growth strategy combined retail distribution with athlete endorsement and sports-property marketing. The brand established partnerships with prominent athletes and became the official sports drink of the Los Angeles Angels in 2015. In 2018, it expanded its sports presence through an Ultimate Fighting Championship partnership and the launch of the Knockout Punch flavor. The same year was a major corporate turning point: The Coca-Cola Company bought a minority stake, becoming the second-largest shareholder. Coca-Cola positioned Bodyarmor as a premium sports beverage above its Powerade brand and used the investment to strengthen its participation in the category. The Coca-Cola relationship supported additional institutional partnerships. Bodyarmor became associated with NCAA national championship tournaments, including men's and women's basketball competitions beginning in 2019, and became Major League Soccer's official sports drink from the 2020 season. The brand also developed relationships involving athletes and properties in baseball, football, basketball, tennis, mixed martial arts, motorsports, hockey, and other sports. In November 2021, Coca-Cola purchased the remaining 85 percent of the company. This transaction made Bodyarmor a wholly owned Coca-Cola brand while preserving its distinct premium sports-hydration identity. The range subsequently covered standard sports drinks, Lyte reduced-calorie products, zero-sugar beverages, Flash I.V. hydration drinks, hydration booster sticks, caffeinated hydration sticks, and SportWater alkaline water with electrolytes. Bodyarmor became the NHL's official sports drink in 2024. The brand's history also includes a 2012 trademark dispute with Under Armour. Under Armour alleged that Body Armor Nutrition LLC's name, interlocking bottle mark, and the phrase 'Protect + Restore' infringed its trademarks. The matter was settled without public disclosure of the terms. Bodyarmor continued operating and expanding after the settlement. Today, the brand functions within Coca-Cola's broader beverage portfolio as a sports and hydration label competing across traditional sports drinks, lower-sugar products, enhanced hydration, and electrolyte water.
- 2024
National Hockey League partnership
[1]Bodyarmor becomes the official sports drink of the NHL.
- 2021
Coca-Cola completes acquisition
[1]Coca-Cola acquires the remaining 85 percent of Bodyarmor.
- 2019
Major League Soccer agreement
[1]Bodyarmor is named the official sports drink of Major League Soccer beginning with the 2020 season.
- 2018
Coca-Cola acquires minority interest
[1]Coca-Cola buys a minority stake and becomes Bodyarmor's second-largest shareholder.
- 2018
UFC partnership and Knockout Punch launch
[1]Bodyarmor becomes the UFC's official sports drink and introduces the Knockout Punch flavor.
- 2015
Los Angeles Angels partnership
[1]Bodyarmor becomes the official sports drink of the Los Angeles Angels of Anaheim.
- 2012
Trademark lawsuit is settled
[1]Under Armour settles its trademark case against Body Armor Nutrition LLC; the settlement terms remain undisclosed.
- 2011
Bodyarmor is founded
[1]Mike Repole creates the Bodyarmor sports-hydration brand in the United States.
Products and positioning
A premium, athlete-focused sports-hydration brand offering electrolyte and vitamin beverages, coconut-water-based formulations, reduced-sugar and zero-sugar options, and newer rapid-hydration formats.
Sports drink
BODYARMOR Sports Drink
The core ready-to-drink line provides flavored sports beverages formulated with water, electrolytes, vitamins, and, in standard formulations, cane sugar and coconut-water concentrate. Listed flavors have included Blackout Berry, Blue Raspberry, Cherry Lime, Fruit Punch, Orange Mango, Pineapple Coconut, Strawberry Banana, Strawberry Grape, Tropical Passionfruit, and Tropical Punch.
Reduced-calorie sports drink
BODYARMOR Lyte
Lyte is the brand's reduced-calorie sports-drink range. Its flavor set has included Blueberry Pomegranate, Dragonfruit Berry, Peach Mango, Strawberry Banana, and Tropical Coconut. The line extends Bodyarmor's premium hydration positioning to consumers seeking a lighter alternative to the standard Sports Drink range.
Zero-sugar sports drink
BODYARMOR Zero Sugar
Zero Sugar is a no-sugar sports-drink range with flavors including Cherry Berry Lemonade, Cherry Lime, Fruit Punch, Lemon Lime, Orange, and Watermelon Strawberry. It is designed to preserve the brand's electrolyte and flavor proposition while addressing demand for sugar-free hydration options.
Enhanced hydration beverage
BODYARMOR Flash I.V.
Flash I.V. is an enhanced-hydration extension of the brand. Listed flavors include Cucumber Lime, Grape, Lemon Lime Zero, Orange, Pineapple Passionfruit, Strawberry Kiwi, Tropical Punch, and Watermelon Punch. The range broadens Bodyarmor beyond conventional workout-oriented sports drinks into faster-positioned hydration occasions.
Powdered hydration supplement
BODYARMOR Flash I.V. Sticks Hydration Booster
These single-serve hydration booster sticks are designed to be mixed into water. Listed flavors include Cucumber Lime, Grape, Lemon Lime, Strawberry Kiwi, and Tropical Punch. A separate caffeinated version has included Blue Raspberry and Dragonfruit Berry.
Fitness hydration beverage
BODYARMOR Fit
Fit is a hydration-oriented line with listed flavors such as Citrus Grapefruit, Mixed Berry, Orange Mango, Tropical Passionfruit, and Watermelon Lime. It extends the brand's product architecture toward fitness and everyday active-lifestyle occasions.
Electrolyte water
BODYARMOR SportWater
SportWater is an alkaline water product with added electrolytes. It provides a non-flavored or lightly positioned hydration alternative within the BODYARMOR portfolio, complementing the brand's flavored sports-drink and enhanced-hydration products.
Controversies
Marketing campaigns
- 2024National Hockey League partnership
United States · Canada
Bodyarmor became the official sports drink of the NHL. The brand added a major professional hockey platform to its sports-marketing portfolio.
Outcome. The brand added a major professional hockey platform to its sports-marketing portfolio.
- 2019Major League Soccer partnership
United States · Canada
Bodyarmor became the official sports drink of Major League Soccer beginning with the 2020 season. The partnership broadened the brand's reach into professional soccer.
Outcome. The partnership broadened the brand's reach into professional soccer.
- 2018Ultimate Fighting Championship partnership
United States · International
Bodyarmor became the official sports drink of the UFC, with the Knockout Punch flavor introduced in connection with the relationship. The brand gained a prominent combat-sports marketing platform.
Outcome. The brand gained a prominent combat-sports marketing platform.
- 2018NCAA championship sponsorship
United States
Bodyarmor became the official sports-drink brand for NCAA national championship tournaments, including men's and women's basketball beginning in 2019. The agreement connected the brand with major collegiate championship events.
Outcome. The agreement connected the brand with major collegiate championship events.
- 2015Los Angeles Angels official sports drink partnership
United States
Bodyarmor became the official sports drink of the Los Angeles Angels of Anaheim, using a professional baseball property to reinforce its athlete-centered positioning. The partnership expanded Bodyarmor's visibility in professional sports.
Outcome. The partnership expanded Bodyarmor's visibility in professional sports.
Brand decisions
2021
Coca-Cola completes the acquisition of BodyarmorM&ABackground
After holding a minority position since 2018, Coca-Cola moved to take full ownership of the sports-hydration company.
Action taken
Coca-Cola acquired the remaining 85 percent stake in Bodyarmor.
Aftermath
Bodyarmor became a wholly owned Coca-Cola brand while continuing to operate as a distinct sports-hydration label.
2018
Coca-Cola takes a minority stakeM&ABackground
Coca-Cola sought a stronger position in premium sports beverages and viewed Bodyarmor as a higher-positioned complement to Powerade.
Action taken
The Coca-Cola Company acquired a minority interest and became Bodyarmor's second-largest shareholder.
Aftermath
Bodyarmor gained access to Coca-Cola's corporate portfolio and expanded its official sports-property relationships.
Recent events
- 2024
Bodyarmor becomes official sports drink of the NHL[1]
Campaign
Bodyarmor became the official sports drink of the National Hockey League.
- 2021
Coca-Cola acquires the remaining Bodyarmor stake[1]
M&A
The Coca-Cola Company acquired the remaining 85 percent of Bodyarmor, completing its acquisition of the sports-hydration company.
- 2019
Bodyarmor becomes official sports drink of Major League Soccer[1]
Campaign
Bodyarmor secured an official sports-drink relationship with Major League Soccer beginning with the 2020 season.
- 2018
Coca-Cola takes a minority stake in Bodyarmor[1]
M&A
The Coca-Cola Company acquired a minority interest and became Bodyarmor's second-largest shareholder, supporting Coca-Cola's premium sports-beverage strategy.
- 2018
Bodyarmor becomes UFC's official sports drink[1]
Campaign · Product launch
Bodyarmor became the official sports drink of the Ultimate Fighting Championship, alongside the introduction of the Knockout Punch flavor.
- 2018
Bodyarmor enters NCAA championship sponsorship[1]
Campaign
Following Coca-Cola's investment, Bodyarmor became the official sports-drink brand for NCAA national championship tournaments, including men's and women's basketball from 2019.
- 2015
Bodyarmor becomes official sports drink of the Los Angeles Angels[1]
Campaign
Bodyarmor entered an official sports-drink partnership with the Los Angeles Angels of Anaheim.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/bodyarmor-superdrink · Editorial policy · How profiles are compiled