Houston Rockets All-Star forward Kevin Durant has become part of an impressive group of athletes partnering with Spindrift, a well-known fruit-flavored sparkling water brand, in a joint investment effort. This collaboration was announced recently and highlights a growing trend of athletes aligning with health-conscious beverage companies.
Spindrift has teamed up with Patricof Co, a private talent agency representing professional athletes, and Gryphon Investors, a San Francisco-based private equity firm, to bring together multiple athletes as investors. Key participants include professional and college basketball players like Sophie Cunningham from the Indiana Fever, Azzi Fudd from the UConn Huskies, and Derrick White from the Boston Celtics.
Diverse Athlete Investors Expand Partnership
Beyond basketball, the partnership includes athletes from various sports, such as former LSU Tigers gymnast Livvy Dunne, FC Dallas goalkeeper Maarten Paes, and Pittsburgh Steelers wide receiver DK Metcalf. Additionally, Durant’s own investment organization, 35V, is playing a role in the collaboration. Spindrift is distinguished by its commitment to natural ingredients, using fruit juice instead of artificial flavors to maintain a clean and calorie-free product profile designed for fitness-conscious consumers.
Professional athletes care deeply about what they put in their bodies, their performance on and off the field, and the impact they can have on the world around them,
Patricof Co-founder Mark Patricof said.
Spindrift checks all those boxes and more.
Engaging Campaigns Strengthen Athlete Connection with Spindrift
To launch this partnership, Spindrift is developing a social media video series where participating athletes will engage in activities like blind taste tests and athlete draft picks. This initiative aims to create a stronger bond between the athletes and the brand, leveraging their influence and shared values around health and wellness. Durant’s involvement is consistent with his existing endorsements from Nike, Fanatics, and FanDuel, further cementing his role as a prominent athlete investor in lifestyle brands.
Potential Impact of the Kevin Durant Spindrift Athlete Partnership
This partnership reflects a growing athlete interest in aligning with brands that promote healthy living and authenticity. Given the star power of Kevin Durant, Sophie Cunningham, and others, Spindrift stands to gain significant visibility and credibility among health-conscious consumers. The involvement of diverse athletes across multiple sports also signals a larger movement towards athlete-led investments influencing lifestyle markets. Moving forward, this collaboration may inspire similar initiatives where athletes leverage their platform to shape industry trends and consumer choices.