NBA player Stephen Curry and former First Lady Michelle Obama have launched Plezi Hydration, a sports drink with a health-conscious twist.

What Happened: Curry and Obama unveiled Plezi Hydration under the umbrella of Obama’s public benefit firm, Plezi Nutrition. The drink is a fresh addition to the NBA player’s expanding portfolio of off-court business ventures, reported CNBC.

In 2023, Obama launched Plezi Nutrition to promote healthier eating for kids, building on her “Let’s Move!” campaign from her White House years.

Plezi Hydration steps into the highly competitive sports drink market with a distinct emphasis on health and wellness. The beverage contains no added sugars or artificial sweeteners, has lower sodium than its competitors, and provides a full day’s supply of vitamin C.

Curry said, “We’ve created something with smart ingredients and unbeatable flavor, so people can fuel their bodies the right way. No nonsense, no shortcuts — because the next generation deserves better.”

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Why It Matters: Functional beverages or healthier drinks are becoming a major part of the health and wellness market. According to NIQ research, innovation is transforming the industry, leading to 258 new product launches last year, featuring unique functions and ingredients.

The sports drink sector is dominated by three major brands: PepsiCo’s Gatorade (NASDAQ:PEP) with a 61% market share, Coca-Cola’s Powerade (NYSE:KO) at 14.5%, and BodyArmor at 11.8%, as per Euromonitor International.

Plezi Hydration’s focus on health and wellness could potentially disrupt the sports drink market, currently dominated by traditional high-sugar drinks.

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Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.