Who Owns BodyArmor Drink? The Coca-Cola Connection
Body Armor drink is owned by Coca-Cola, which acquired the brand in 2018 to expand its portfolio of sports drinks.
BodyArmor sports drink is now fully owned by Coca-Cola after a $5.6 billion acquisition in November 2021. This marked Coke’s largest brand purchase ever, surpassing even its Costa Coffee deal. The beverage giant first took a 15% stake in 2018 before acquiring full control.
The Complete Ownership Timeline
2011: BodyArmor’s Humble Beginnings
Mike Repole and Lance Collins founded BodyArmor in 2011. Repole had previously sold Vitaminwater to Coca-Cola for $4.1 billion in 2007. The new sports drink positioned itself as a healthier alternative to Gatorade, using coconut water and natural flavors.
2013: Kobe Bryant’s Game-Changing Investment
NBA legend Kobe Bryant became BodyArmor’s third-largest shareholder in 2013. His $6 million investment and marketing savvy helped propel the brand. Bryant appeared in commercials and helped secure athlete endorsements.
2018: Coca-Cola’s Minority Stake
Coca-Cola purchased 15% of BodyArmor in 2018 for an undisclosed sum. This strategic move positioned BodyArmor as Coke’s premium sports drink, while Powerade served as the value option. The deal made Coke the second-largest shareholder after Repole.
2021: Full Acquisition
In November 2021, Coca-Cola completed its takeover by buying the remaining 85% for $5.6 billion. The deal made:
- Mike Repole a billionaire (net worth $1.5B+)
- Kobe Bryant’s estate $400M+
- Other athlete investors like James Harden and Naomi Osaka millions
Why Coca-Cola Wanted BodyArmor
Market Share Battles
Before the acquisition, BodyArmor had surpassed Powerade to become the #2 sports drink with 8% market share. However, PepsiCo’s Gatorade still dominated with 70%. The deal gave Coke a stronger position in the $8B+ sports drink category.
Premium Positioning
BodyArmor’s formula differs from competitors:
| Ingredient | BodyArmor | Gatorade |
|---|---|---|
| Sweetener | Cane sugar + coconut water | High fructose corn syrup |
| Electrolytes | Potassium, magnesium, zinc | Sodium, potassium |
| Vitamins | B, C, E, A | None |
Global Distribution Potential
Coke plans to expand BodyArmor internationally, replicating its success with Monster Energy. The company’s worldwide bottling network gives BodyArmor instant access to new markets.
Key Players Behind BodyArmor
Mike Repole: The Beverage Mogul
Repole’s track record includes:
- Vitaminwater (sold to Coke for $4.1B)
- Pirate’s Booty snacks (sold for $200M)
- Early investor in Kind bars
He remains involved as a consultant for Coke’s non-alcoholic portfolio.
Kobe Bryant’s Legacy
Bryant wasn’t just an investor – he was instrumental in marketing. He appeared in commercials and recruited other athletes like:
- James Harden (NBA)
- Mike Trout (MLB)
- Naomi Osaka (Tennis)
BodyArmor’s Product Lineup
Core Offerings
The brand has expanded well beyond its original sports drink:
- BodyArmor SportWater (electrolyte water)
- BodyArmor Lyte (low-calorie version)
- BodyArmor Edge (with caffeine)
- Flash I.V. Sticks (hydration boosters)
Sports Partnerships
BodyArmor sponsors major leagues including:
- MLS (since 2020)
- NHL (official sports drink)
- UFC (in-octagon branding)
It also partners with individual athletes across sports, similar to how protein shake brands work with fitness influencers.
What’s Next for BodyArmor?
International Expansion
Coke plans to leverage its global distribution to grow BodyArmor beyond the U.S. market where it currently does $1.4B in retail sales.
Product Innovation
Expect new flavors and formats, possibly including:
- Energy drink hybrids
- Recovery-focused formulas
- CBD-infused versions (as regulations allow)
The Gatorade Challenge
While BodyArmor has grown rapidly, Gatorade still controls 7x more market share. The coming years will show if Coke’s resources can help close that gap in the sports drink wars.
