BodyArmor is rolling out a new marketing campaign entitled, "Only you can make you better," which will be the "most expensive in the company's history" at $20M, according to Jabari Young of CNBC.com. BodyArmor co-Founder & Chair Mike Repole said that the campaign is "five years' worth of marketing budget total" from '13-18. He added that the company is "on pace to reach" $1B in "retail dollars" this year. The new campaign will "feature more of the company's most prominent names on its endorsement roster," including Rockets G James Harden, Angels CF Mike Trout and WNBA Phoenix Mercury G Skylar Diggins-Smith. The national TV commercial will air on Sunday during "The Match: Champions for Charity" event (CNBC.com, 5/21). FOX BUSINESS' Thomas Barrabi noted BodyArmor "moved forward with the marketing push" despite the ongoing coronavirus pandemic that brought the U.S. sports world to a "complete stop and devastated countless businesses in recent weeks." The company's revenue growth has "continued this year despite a downtick in sales at physical retail locations." The presence of Coca-Cola, which acquired a significant stake in BodyArmor in '18 and "became its second-largest shareholder, has provided a major boost to its expansion efforts" (FOXBUSINESS.com, 5/20).
