OAKLAND -- A 2013 study in the journal Pediatrics showed nearly 80 percent of the food endorsed by top athletes was "energy dense and nutrient poor," while 93 percent of beverages endorsed got 100 percent of their calories from added sugar. Now, one of the biggest names in sports is bucking that trend.
That athlete? Who other than reigning basketball MVP Stephen Curry?
Brita and Stephen Curry announced today that Curry has signed a three-year deal with Brita to endorse the brand's water filtration products and the benefits of water in general. The newest ambassador for Brita, Curry will be featured in national television advertisements and digital, public relations and social media campaigns.
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"Drinking water is essential to a healthy lifestyle," said Curry. "Water is my drink. I like that Brita makes tap water taste good, so you don't need to spend money or waste plastic with bottled water."
The campaign, which will launch in January, will feature national television spots likely to start airing in March.
"This is an important day for Brita, but also for everyone who has worked so hard to get more Americans to pick water," said Ed Huber, general manager of the Brita brand. "Stephen Curry is a role model to millions of children and adults around the world. By deciding to work with Brita – and make no mistake, Stephen Curry could endorse any beverage he wants –he's sending a powerful message that clean, clear water is the right choice for everyone in America."
The partnership with Stephen Curry is just one part of Brita's ongoing efforts to get people to pick water. In addition to working with the reigning MVP, Brita is a founding supporter of Drink Up, an effort from the Partnership for a Healthier America and its honorary chairwoman First Lady Michelle Obama to encourage people to drink more water more often.
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"It's hard to over-estimate the importance of deals like this," said Drew Nannis, chief marketing officer at the Partnership for a Healthier America. "When we launched Drink Up, this was the vision. We hoped to help encourage trend-setting celebrities, consumer brands and others to work together to encourage people to pick water more often. Stephen Curry teaming up with Brita is absolutely going to make a difference in our efforts."
Brita media services