PWR LIFT Partners with DEKA FIT as Official Protein Water for 2022 Races
24 Mars 2022 - 8:32PM
Today The Vita Coco Company announces its new protein-infused water
brand, PWR LIFT, is partnering with DEKA FIT, the decathalon of
functional fitness founded by endurance sports leader Spartan.
Beginning this year, DEKA FIT racers can expect the full suite of
PWR LIFT protein waters at the finish line of every U.S. DEKA FIT
event.
PWR LIFT is the ultimate recovery drink that gives consumers the
hydrating benefits of a sports drink with the functional benefits
of protein. With 10 grams of whey protein to repair muscle,
energizing b-vitamins and powerful electrolytes, PWR LIFT is harder
working hydration that your body needs after a tough workout – all
at just 50 calories and with zero sugar.
“The isotonic drink category is growing by more than 10% each
year*, and PWR LIFT is an exceptional new offering packed with
electrolytes and protein without compromising taste,” said Jane
Prior, Chief Marketing Officer at The Vita Coco Company. “We’re
thrilled to team up with DEKA FIT and celebrate the perseverance,
strength and power of DEKA FIT athletes by making sure they have a
PWR LIFT in hand post-race for recovery and fuel.”
Inspired by the Greek term meaning “Ten,” DEKA FIT debuted from
Spartan in 2020 with the ultimate goal of creating a fitness
benchmark that could be tested in a controlled environment not
influenced by ability, location or terrain. The DEKA FIT events are
designed so each racer knows exactly where they stand in reference
to other competitors. Each DEKA FIT event begins with a 500-meter
run followed by the 10 DEKA Zones which include rowing, sit-ups,
burpees and more.
“Active recovery is a key focus for our athletes, by starting
that process with PWR LIFT when they immediately cross the finish
line, it allows them to add an extra edge to their performance. We
are thrilled to have such a high quality, great tasting product as
part of the DEKA FIT race day experience,” said Ian Lawson, VP of
Global Partnerships at Spartan Race, Inc.
PWR LIFT is a one-of-a-kind addition to the isotonic drink
category. Unlike most sports drinks on the market, PWR LIFT
combines the functionality of electrolytes with the muscle
rebuilding power of protein. The use of whey protein in PWR LIFT
helps promote increased and preserved lean muscle mass while
repairing tired muscles. Whey is a complete, easy-to-absorb and
high-quality protein that promotes muscle growth and maintenance
when combined with strength training and can help reduce
inflammation.
In partnering with DEKA FIT, PWR LIFT will become a staple for
DEKA racers, with product available onsite at the finish line for
all 2022 DEKA FIT series events and 100 DEKA FIT affiliate events
around the country. Additionally, PWR LIFT will have a significant
digital media presence through DEKA FIT and will be featured in the
company’s newsletters and across its social media platforms,
including the Spartan Up! Podcast series.
* Source: IRI Total US MULO+C L52W THROUGH 10/31/21
To learn more about PWR LIFT, visit drinkpwrlift.com and connect
on Instagram and TikTok.
ABOUT PWR LIFT PWR LIFT is a thirst-quenching
drink, combining juicy, fruit-forward flavor alongside
super-charged hydration to power you after a workout. Our protein
infused water includes 10g of Whey Protein to help increase and
preserve lean muscle mass, recover after exercise and repair tired
muscles. PWR LIFT’s B-vitamins support your body’s overall
wellbeing and help increase energy levels, while hydrating
electrolytes work to replenish and rehydrate what you may lose in
your workout. At only 50 calories, PWR LIFT has ZERO sugar and no
artificial flavors or sweeteners. For guilt-free refreshment, enjoy
as an alternative to sugary sports drinks. With only 1g of total
carbs, PWR LIFT is Keto certified to help you achieve your fitness
goals. PWR LIFT is also Gluten Free and Lactose Free.
ABOUT DEKA FIT DEKA events are functional
fitness competitions put on by Spartan. They are an indoor
decathlon of functional fitness and training programs designed to
be basic, simple, and utilitarian. And in true Spartan spirit, the
focus of these events is to train with a purpose — to multiply
member motivation, individual performance, and a sense of
connection to the community.
ABOUT THE VITA COCO COMPANYThe Vita Coco
Company was co-founded in 2004 by co-CEO Michael Kirban and Ira
Liran. Pioneers in the functional beverage category, The Vita Coco
Company’s brands include the leading coconut water, Vita Coco;
clean energy drink Runa; sustainable enhanced water, Ever &
Ever; and protein-infused water, PWR LIFT. With its ability to
harness the power of people and plants, and balance purpose and
profit, The Vita Coco Company has created a modern beverage
platform built for current and future generations.
PRESS CONTACTMallory Smith, Dittoe
PR502-648-8446mallory@dittoepr.com
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/0c98a4b7-b06f-4c0e-8e0a-4af91c185a27
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