# Unbranded Sports Drinks 'Maurten Unofficial' Helps Athletes from Breaking Contracts By Laura McQuarrie | Published 2019-07-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/maurten-unofficial References: [thedieline](https://thedieline.com/blog/2019/7/16/maurten-releases-a-sports-drink-with-zero-branding) & [maurten](https://www.maurten.com/unofficial) To acknowledge the fact that many athletes that are sponsored by other brands still make use of its hydrogel technology, Maurten launched '[Maurten Unofficial](https://www.trendhunter.com/trends/marathon-series)' as a limited range of unbranded products to prevent contracts from being broken, all the while still allowing people to make the most of its effective products. To continue to [fuel athletes](https://www.trendhunter.com/trends/stacked-fitness-hydration), Maurten released a range of products in silver pouches and a black and white water bottle with a blurred logo. Orders of the [hydrogel sports fuel](https://www.trendhunter.com/trends/certified-for-sport-designation) are shipped in discreet boxes with a design that's equally as simple and unassuming. To support Maurten Unofficial, the brand created videos introducing "three unofficials," including The Runner, The Swimmer and The Cyclist, all with blurred faces for anonymity. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 36% | Activity: 83% | Freshness: 8% - 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) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Unbranded Marketing:** Opportunity for brands to offer unbranded versions of their products to cater to athletes sponsored by competitors. - **Discreet Packaging:** Potential to create simple and unassuming packaging designs for products that prioritize privacy and exclusivity. - **Blurred Identity:** Chance to incorporate blurred or obscured visuals in marketing materials to maintain anonymity and appeal to certain niche markets. ### Sectors Adopting This - **Sports Nutrition:** Disruptive innovation opportunity for sports nutrition brands to offer unbranded versions of their products to cater to sponsored athletes. - **Packaging Design:** Opportunity for packaging design companies to create simple and discreet designs for products targeting privacy-conscious consumers. - **Athletic Apparel:** Chance for athletic apparel brands to explore blurred or obscured identity branding to appeal to athletes looking for anonymity or exclusivity. ## Related on Trend Hunter - [Athlete-Approved Sports Drinks](https://www.trendhunter.com/trends/cizzle-brands.md) - [Private Label Sports Drinks](https://www.trendhunter.com/trends/lsv-sport-cherry-isotonic.md) - [Athlete-Endorsed Hydration Drinks](https://www.trendhunter.com/trends/lionel-messi-1.md) - [Nostalgic Sports Nutrition Drinks](https://www.trendhunter.com/trends/an-supps-and-tang.md) - [Performance-Driven Energy Gels](https://www.trendhunter.com/trends/energy-gel1.md) - [High-Performance Sports Supplements](https://www.trendhunter.com/trends/high-performance-sports-nutrition.md) - [Build-Your-Own Hydration Solutions](https://www.trendhunter.com/trends/diy-beverages.md) - [Fast-Hydrating Sports Beverages](https://www.trendhunter.com/trends/inspired-nutraceuticals.md) - [Elite-Level Hydration Drinks](https://www.trendhunter.com/trends/naturally-sourced-sports-drinks.md)