NBA superstar Stephen Curry and former First Lady Michelle Obama are making waves beyond the basketball court and the political stage. On March 26, 2025, they officially unveiled PLEZi Hydration, a new sports drink designed to shake up the $25 billion hydration industry. Focusing on better health, this beverage ditches artificial sweeteners, cuts down on sodium, and delivers a full day’s worth of vitamin C while promising a great taste.
This partnership isn’t just about business; it’s a mission-driven effort to provide healthier options for consumers who want to stay hydrated without all the added sugar.
Stephen Curry is known for his legendary three-pointers and leadership, but his influence extends beyond basketball. His latest move into the beverage industry isn’t just another endorsement deal. He played an active role in the drink’s development, from tweaking the flavors to ensuring the ingredients aligned with his fitness and health goals. His wife, Ayesha Curry, a well-known culinary entrepreneur, also had a hand in refining the taste.
On the other side of this power duo, Michelle Obama brings her longtime advocacy for children’s health into the mix. Her company, PLEZi Nutrition, was launched in 2023 to help create better food and drink choices for kids. Building on the legacy of her “Let’s Move!” campaign, which focused on tackling childhood obesity, this new venture is all about making healthier choices more manageable for everyone.
“We want to change the way people think about hydration,It shouldn’t be packed with sugar and artificial ingredients to taste good.”
Obama said at the launch event.
Curry and Obama are bridging the gap between sports performance and nutrition science by teaming up. They’re also putting their social missions to work by integrating PLEZi Hydration into Curry’s Eat. Learn. Play. Foundation, ensuring the drink reaches communities that need better nutrition options.
The sports drink market has heavyweights like Gatorade, Powerade, and BodyArmor. So, what makes PLEZi Hydration stand out? It’s all about the formula.
- No added sugar (compared to the 28 grams found in many traditional sports drinks)
- No artificial sweeteners
- Lower sodium (120mg per bottle) and higher potassium (500mg) for better hydration
- 100% of the daily recommended vitamin C intake
- Three refreshing flavors: Lemon Lime, Tropical Punch, and Orange Mango Twist
Curry personally vouches for the Orange Mango Twist flavor, calling it his go-to pick after workouts. “We worked hard to make sure this wasn’t just healthy, but something people want to drink,” he said.
PLEZi Hydration is a clean, functional alternative that delivers great taste while keeping nutrition in check.
Gatorade holds a 61% market share, with Powerade and BodyArmor dominating the shelves. But there’s a shift happening — consumers are looking for drinks that prioritize health without sacrificing flavor. That’s precisely the space PLEZi Hydration hopes to fill.
According to industry experts, the sports drink market is expected to grow to $32.6 billion by 2028 as more people seek “better for you” options. Functional beverages with wellness benefits are on the rise, and that trend could work in PLEZi’s favor.
“The category is evolving,”
Said Howard Telford, a beverage industry analyst.
“People are looking for hydration options that go beyond sugar and artificial flavors. That’s where brands like PLEZi can make an impact.”
Curry and Obama aren’t the first high-profile figures to enter this space. The late Kobe Bryant was an early investor in BodyArmor, later becoming a major success. More recently, LeBron James backed Mtn Dew Rise, and YouTuber-turned-boxer Logan Paul launched Prime, a sports drink that has taken off among younger consumers.
PLEZi Hydration looks to follow the same path with the leverage of Curry and Obama’s credibility and influence.
To start, PLEZi Hydration is now available nationwide online through Amazon, making it easy to order online. It also has in-store availability now in California—not surprising given Curry’s strong relationship with the Golden State Warriors fan base. Walmart, Albertsons, and Safeway are the first major retailers to carry the drink, with additional rollout slated for the next few months.
The rollout strategy for this launch resembles introducing other sports-star-endorsed brands, which typically launch with strength in one market before expanding.
For Michelle Obama, this is not a matter of selling another sports drink. It continues what she has been doing for years: promoting healthier foods and beverages.
“You can’t just tell people to eat better, You have to create the products that make that choice easier.”
She said.
Her company, PLEZi Nutrition, first made the news in 2023 when it launched low-sugar juice for children designed to offer a healthier alternative to juice boxes full of added sugars. Now, with PLEZi Hydration, she aims for an even bigger market, backing the message that hydration must be healthy, not just for children but for everyone.
Time will tell if PLEZi Hydration will succeed in its niche in the sports drink market. However, with Stephen Curry and Michelle Obama leading the campaign, it has celebrity clout and credibility to get noticed.
The sports drink market is evolving, and PLEZi Hydration comes in just in time. With its focus on health without sacrificing taste, this new drink has the potential to be one of the top players in the market. If you are an athlete looking for another excellent method of hydration or just someone who would like to have a healthier alternative to sugary drinks, PLEZi Hydration could be the refreshing change you’ve been looking for.
So, would you like to take a sip?