# Athlete-Endorsed Hydration Drinks Mark Anthony Brands Partners with Lionel Messi on a New Beverage By Kanesa D | Published 2024-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lionel-messi-1 References: [bevnet](https://www.bevnet.com/news/2024/mark-anthony-brands-lionel-messi-partner-to-launch-hydration-drink/) & [markanthony](https://www.markanthony.com/)  [Mark Anthony Brands](https://www.trendhunter.com/trends/lemada-vodka-lemonade), the company behind the iconic [White Claw](https://www.trendhunter.com/trends/rey-azul) beverage, has partnered with soccer player Lionel Messi to launch a new hydration beverage with zero alcohol content. The upcoming hydration beverage, developed in collaboration with Lionel Messi, is set to make its debut in the United States and Canada during the summer season. Following its launch in North America, the brand plans to roll out the product globally, tapping into international markets and leveraging Messi's global appeal and influence as a renowned sports figure. While details on the upcoming beverage have yet to be revealed, fans can expect the beverage to align with Messi's unique vision and set new standards in the non-alcoholic beverage category. Image Credit: Mark Anthony Brands, Lionel Messi ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 91% | Activity: 93% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Athlete-endorsed Beverages:** Tapping into celebrity partnerships to create specialized beverages with broad market appeal. - **Global Expansion Strategies:** Utilizing athlete endorsements to launch products in new geographical markets and capitalize on brand recognition. - **Innovative Non-alcoholic Beverages:** Creating cutting-edge hydration drinks that cater to evolving consumer preferences and demand for healthier options. ### Industries Being Reshaped - **Beverage Manufacturing:** Exploring the integration of sports personalities into product development to drive innovation and market growth. - **Marketing and Advertising:** Revolutionizing promotional strategies by collaborating with athletes to endorse products and penetrate diverse markets. - **Global Distribution Networks:** Leveraging athlete partnerships to expand distribution channels and reach new international audiences with innovative beverage offerings. ## Related on Trend Hunter - [Soccer Star Hydration Drinks](https://www.trendhunter.com/trends/ms-by-messi.md) - [Athlete-Collab Drinkware Collections](https://www.trendhunter.com/trends/1913-collection.md) - [Athlete-Approved Sports Drinks](https://www.trendhunter.com/trends/cizzle-brands.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Next-Gen Hydration Beverages](https://www.trendhunter.com/trends/plezi-hydration.md) - [Health-Conscious Hydration Drinks](https://www.trendhunter.com/trends/bodyarmor-zero-sugar.md) - [Athlete-Approved Functional Beverages](https://www.trendhunter.com/trends/beverage-line.md) - [Athlete-Launched Inaugural Perfumes](https://www.trendhunter.com/trends/messi-eau-de-parfum.md) - [Soccer Star Sports Drinks](https://www.trendhunter.com/trends/lucozade-sport-ice-kick.md)