Bodyarmor Unveils Major Rebrand as It Targets Market Share from Gatorade
Bodyarmor, the sports drink brand acquired by Coca-Cola, has revealed a comprehensive rebrand aimed at sharpening its identity and competing more directly with market leader Gatorade. The refresh includes a sleeker logo, redesigned bottle, updated visual identity, and a new ad campaign headlined by Kansas City Chiefs quarterback Patrick Mahomes.
The brand overhaul comes at a critical time. Since Coca-Cola’s full acquisition of Bodyarmor in 2021 for $5.6 billion, the product has struggled to significantly chip away at Gatorade’s dominance. According to data from market research firm NIQ, Gatorade controls roughly 64% of the U.S. sports drink category by revenue, while Bodyarmor holds just under 14%. Powerade, Coca-Cola’s legacy sports drink brand, remains at around 10%.
The rebrand is more than cosmetic. Bodyarmor is repositioning itself to appeal to a new generation of athletes and health-conscious consumers. The company is emphasizing that its drinks contain no artificial dyes or sweeteners—attributes that increasingly resonate with younger demographics. To reinforce this message, Bodyarmor’s new campaign includes a strong athlete lineup, including WNBA star Caitlin Clark, tennis champion Coco Gauff, and soccer standout Christian Pulisic.
“Our goal is to be the number one sports drink eventually,” said Bodyarmor CEO Federico Muyshondt. The rebrand aligns with shifting consumer behaviors that prioritize clean-label ingredients and functional beverages. Muyshondt noted that today’s consumers “are training in a different way and care about what they are putting into their bodies.”
The redesign also simplifies Bodyarmor’s label and packaging in an effort to stand out more clearly on crowded shelves. Retail partners have reportedly responded positively, with distribution support expected to strengthen in the months ahead.
For the broader FMCG industry, Bodyarmor’s reinvention highlights ongoing trends in health-forward product formulation, athlete-driven branding, and the rising stakes in the $27 billion U.S. sports drink market. As Coca-Cola puts more weight behind Bodyarmor, eyes will be on whether the brand can convert its refreshed image and marketing muscle into actual market share gains.