Whey Finance

PWR LIFT Partners with DEKA FIT as Official Protein Water for 2022 Races

The company’s new protein-infused water Vita Coco will support active recovery for DEKA FIT athletes in 2022

PWR LIFT partners with DEKA FIT for 2022 races

PWR LIFT is the ultimate recovery drink that offers consumers the hydrating benefits of a sports drink with the functional benefits of protein. Starting this year, DEKA FIT runners can expect the full line of PWR LIFT protein waters at the finish line of every US DEKA FIT event.

NEW YORK, March 24, 2022 (GLOBE NEWSWIRE) — Today, The Vita Coco Company announced that its new protein-infused water brand, PWR LIFT, is partnering with DEKA FIT, the functional fitness decathalon founded by leader in Spartan endurance sports. Starting this year, DEKA FIT runners can expect the full line of PWR LIFT protein waters at the finish line of every US DEKA FIT event.

PWR LIFT is the ultimate recovery drink that offers consumers the hydrating benefits of a sports drink with the functional benefits of protein. With 10 grams of muscle-repairing whey protein, energizing B vitamins, and powerful electrolytes, PWR LIFT is the more intense hydration your body needs after an intense workout — all at just 50 calories and without sugar.

“The isotonic beverage category is growing more than 10% every year*, and PWR LIFT is an exceptional new offering packed with electrolytes and protein without compromising taste,” said Jane Prior, Marketing Director at The Vita Coco Company . “We are thrilled to team up with DEKA FIT and celebrate the perseverance, strength and power of DEKA FIT athletes by ensuring they have a PWR LIFT in hand after the race for recovery and fuel.”

Inspired by the Greek term meaning “ten”, DEKA FIT debuted from Spartan in 2020 with the ultimate goal of creating a fitness benchmark that could be tested in a controlled environment uninfluenced by ability, location, or time. ground. DEKA FIT events are designed so that every runner knows exactly where they stand in relation to other competitors. Each DEKA FIT event begins with a 500 meter run followed by the 10 DEKA zones which include rowing, sit-ups, burpees and more.

“Active recovery is a key goal for our athletes, starting this process with PWR LIFT when they immediately cross the finish line allows them to add an extra edge to their performance. We are delighted to have a product of such quality and taste as part of the DEKA FIT race day experience,” said Ian Lawson, Vice President of Global Partnerships at Spartan Race, Inc.

PWR LIFT is a unique addition to the isotonic beverage category. Unlike most sports drinks on the market, PWR LIFT combines the functionality of electrolytes with the muscle-building power of protein. The use of whey protein in PWR LIFT helps promote increased and preserved lean muscle mass while repairing tired muscles. Whey is a complete, easy-to-absorb, high-quality protein that promotes muscle growth and maintenance when combined with strength training and may help reduce inflammation.

In partnership with DEKA FIT, PWR LIFT will become a staple for DEKA runners, with products available onsite at the finish line for all 2022 DEKA FIT Series events and 100 DEKA FIT affiliate events across the country. Additionally, PWR LIFT will have a significant digital media presence through DEKA FIT and will be featured in the company’s newsletters and on its social media platforms, including the Spartan Up! Podcast series.

* Source: IRI Total US MULO+C L52W UNTIL 10/31/21

To learn more about PWR LIFT, visit drinkpwrlift.com and tune in on Instagram and TikTok.

ABOUT PWR LIFT
PWR LIFT is a thirst quencher, combining juicy, fruity flavor with super charged hydration to give you energy after a workout. Our protein infused water includes 10g of whey protein to help increase and maintain lean muscle mass, recover after exercise and repair tired muscles. PWR LIFT’s B vitamins support your body’s overall wellbeing and help boost energy levels, while hydrating electrolytes work to replenish and rehydrate what you may lose during your workout. At just 50 calories, PWR LIFT contains no sugar and no artificial flavors or sweeteners. For guilt-free refreshment, enjoy it as an alternative to sugary sports drinks. With only 1g of total carbs, PWR LIFT is Keto Certified to help you achieve your fitness goals. PWR LIFT is also gluten and lactose free.

ABOUT DEKA FIT
DEKA events are functional fitness competitions hosted by Spartan. It is an indoor decathlon of functional fitness and training programs designed to be basic, simple and utilitarian. And in true Spartan spirit, the purpose of these events is to train with a purpose: to multiply member motivation, individual performance, and sense of community.

ABOUT VITA COCO COMPANY
Vita Coco was co-founded in 2004 by co-CEO Michael Kirban and Ira Liran. Pioneers in the functional beverage category, The Vita Coco Company brands include leading coconut water, Vita Coco; clean energy drink Runa; Lasting Improved Water, Ever & Ever; and protein infused water, PWR LIFT. Through its ability to harness the power of people and plants, and balance purpose and profit, The Vita Coco Company has created a modern beverage platform designed for current and future generations.

PRESS CONTACT
Mallory Smith, Dittoe PR
502-648-8446
[email protected]

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/0c98a4b7-b06f-4c0e-8e0a-4af91c185a27