Giants WR Odell Beckham Jr. is lending his name and image to a new entry in the burgeoning market for coconut water-based sports drinks. He will appear on packaging for what New York-based Roar Beverages is calling a "signature product," which will be the eighth flavor from Roar, founded in '13. Beckham will appear in advertising and marketing for the brand, including social and digital efforts. Roar said the Beckham beverage will be available by the start of the NFL season at New York, New Jersey, Connecticut and Vermont retailers, including 7-Eleven, King Kullen and Shoprite. The market for coconut water sports drinks, pioneered by brands like Vita Coco, has been booming in recent years. Other athletes with endorsements in the category include Yankees DH Alex Rodriguez, T'Wolves F Kevin Garnett and Seahawks RB Marshawn Lynch (Terry Lefton, Editor-At-Large). On Long Island, Tom Incantalupo notes the new flavor is the "first product in the newly created Odell Beckham Jr. Performance Division, which Beckham is helping develop." Roar President & CEO Roly Nesi said that the company sought Beckham "specifically for his appeal to the 8- to 18-year-olds whom Roar targets as consumers." Nesi: "What we think he will do is enhance our credibility with our target demographic, expand our reach in social media and overall brand awareness" (NEWSDAY, 8/25). In Newark, Jordan Raanan notes Roar in its announcement was "quick to mention Beckham as a 'social media sensation' and is bound to pounce on his popularity" (NJ.com, 8/25).
