That seemed like a gamble, but James Harden’s investment of half a million dollars in BodyArmor became one of the most rewarding decisions he had ever made, thanks to advice from Kobe Bryant. The story of this sports drink company, which rose from obscurity to its $5.6 billion acquisition by Coca-Cola in 2021, reads much more than a financial success. It is a tale of vision, mentorship, and the evolving roles of athletes as entrepreneurs.
In 2013, Kobe Bryant had a vision regarding BodyArmor. This brand was, at this period, almost a drop of water in the ocean compared to Gatorade. Yet, BodyArmor wanted to be considered a healthier alternative from which consumers expected big things. Its sales were less than $5 million yearly back then, and Kobe invested $6 million for 10% ownership. Not only did he put his money into the business, but also his influence. He wasn’t just some passive investor. Kobe joined the board and helped guide where the brand was headed, co-directing campaigns for ads and lending his cred to help raise the brand’s image.
But the more time that went by, the more BodyArmor gained momentum, particularly among health-conscious consumers and athletes alike. Its sales blew up to reach $1.4 billion by 2021. That same year, Coca-Cola took notice and bought the company for $5.6 billion, turning Kobe’s $6 million investment into a $400 million payday for his estate. It was bittersweet- maybe even sad- that Kobe was gone the year prior, but his belief in BodyArmor transferred well in ways few could have predicted.
Seven years prior to the acquisition, James Harden had invested in BodyArmor upon Kobe’s advice. The basketball legend persuaded Harden to invest $500,000 in the firm decision that would change his life. Once Coca-Cola acquired it, the value of Harden’s stake increased, though the exact figure remains private. He couldn’t help but credit Kobe for pointing him in that direction and encouraging him to think beyond the game.
“Kobe showed me how important it is to think long-term and to take chances,”
he said during an interview.
“He was always talking about how this basketball chapter’s gonna be over one day, and you gotta be smart about what’s waiting on the other side.”
The deal with BodyArmor was a huge driving factor in Harden’s growing financial portfolio, which helped him achieve his position among the NBA’s highest-paid athletes. In 2022, he earned $74.4 million, placing 12th in the ranking of the world’s richest athletes, much of it coming from off-court ventures. Harden represents perhaps the ultimate example of how athletes use their platforms and earnings to diversify their income streams and fortify their futures.
Kobe’s contribution to BodyArmor’s rise extends way beyond his initial investment. The man believed in what the brand was trying to preach and put in great effort to make it work. Co-founder Mike Repole branded Kobe a catalyst in the transformation of BodyArmor, saying,
“Without Kobe’s vision, we wouldn’t be here today.”
Among his contributions, he designed marketing campaigns and used his status as a global icon to promote the product.
More importantly, Kobe impressed his fellow professional athletes with the need for them to take charge of their financial futures. Harden is one of many players fortunate enough to have received Kobe’s mentorship. Showing what could be done with smart investments and entrepreneurial thinking, Kobe’s legacy touched sports and the business world.
Success for BodyArmor is part of a larger trend of athletes breaking into new roles, both as investors and as entrepreneurs. From LeBron James with Blaze Pizza to Serena Williams venture capital efforts, the days when they relied on pure earnings from their sports are behind them. Harden’s story weaves with many other examples of the extraordinary rewards of mentorship, vision, and risk.
For Harden, the BodyArmor ride is a strong reminder of what Kobe Bryant meant to his life – not just as a person but even more so as a professional.
“It’s something I’ll always appreciate,”
Harden said.
“We did something special together, and I only wish Kobe was here to see it.”
