BodyArmor

BodyArmor is an American sports food manufacturer specializing in creating premium hydration options for consumers.

History

2021: Coca-Cola bought the entire BodyArmor

In early November 2021, Coca-Cola announced an increase to 100% in the share of BodyArmor for $5.6 billion in a deal that estimates the producer of sports drinks at about $8 billion.

Coca-Cola, which previously has a 30% stake in BodyArmor, buys the remaining 70% from the company's founders and investors, as well as groups of professional athletes who invested and helped promote the drink from BodyArmor.

BodyArmor products include sports drinks, alkaline water and sports drinks with caffeine. According to the company, none of them contain artificial sweeteners, dyes or flavors. The brand advertises its products as healthier alternatives and attracts young athletes such as Mr. Trout and Mr. Harden to invest and appear in advertising.

Coca-Cola absorbed sports beverage manufacturer BodyArmor for $5.6 billion

Basketball player Kobe Bryant invested $6 million in BodyArmor at the initial stage and was one of the company's first sponsors. He was a member of the company's board of directors until he died in 2020. After his death, the share estimated by sources of $400 million passed to his family, sources familiar with the matter told Fox Business.

Gatorade still dominates the sports drinks market, although sales are BodyArmor growing rapidly. The producer of sports drinks expects that in 2021 the volume of retail sales will be about $1.4 billion. BodyArmor sales amounted to about $250 million in 2018, when Coca-Cola first invested in a startup.

Coca-Cola CEO James Quincy is pushing the company to become a full-cycle beverage company. In addition to expanding the range of coffee and sports drinks, Coca-Cola introduced an alcoholic version of its Topo Chico carbonated water earlier in 2012.^[1]

2018: Coca-Cola bought a 15% stake in BodyArmor for $300 million

Coca-Cola bought a 15% stake in BodyArmor in 2018 for $300 million at a startup valuation of $2 billion. Then the chain took over the distribution of drinks from BodyArmor, which allowed the giant to receive an additional 15% of the shares for distribution and partnership in creating the company's brand.

Notes