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Volume 24 No. 115
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Sheets Energy Strips Hopes To Capitalize On Boost In Energy Drink Category

Sheets Energy Strips, the brand co-founded by Heat F LeBron James, is aiming to "capitalize on the success of the energy drink market," according to Elaine Walker of the MIAMI HERALD. Each sheet contains 50 milligrams of caffeine and comes "individually wrapped in a paper-thin pouch that can be placed in a wallet or packet." One sheet has "about the same amount of caffeine as a Diet Coke and less than a Red Bull." The products were "first introduced in late June at GNC stores around the country and are in the process of arriving at other national retailers including Walgreens, Walmart, Circle K and 7-Eleven." Purebrands CEO Warren Struhl, whose company produces Sheets, said, "The energy category is hot. We were looking at all kinds of ways to reinvent energy. We don't want to do anything that had been done before. We were looking for a better mousetrap." Walker noted the product launch is being supported by a $10M campaign "that takes advantage of the company's many celebrity partners." James and his business partner Maverick Carter are involved in the management team, and "other celebrities are minority partners ranging from recording artist Pitbull to tennis player Serena Williams." Other celebs who are part owners include Ravens RB Ray Rice, Knicks F Amar'e Stoudemire and rapper Drake. James and many of the other minority owners are "using their social media following on Facebook and Twitter to help publicize the brand" (MIAMI HERALD, 8/14).