Four-time NBA champion Stephen Curry has partnered with former First Lady Michelle Obama to launch a healthier sports drink option. On Wednesday, the two announced the release of Plezi Hydration through Obama’s public benefit company, Plezi Nutrition. This new product adds to Curry’s expanding portfolio of off-court ventures, especially as the 37-year-old nears the final years of his basketball career.
In an industry dominated by major brands, Curry believes Plezi stands out due to its focus on health and wellness. Unlike many competitors, the drink contains no added sugar or artificial sweeteners. It also has less sodium than leading rivals and provides a full daily dose of vitamin C. Curry emphasized the product’s commitment to smart ingredients and great flavor, noting that the next generation deserves better choices.
The sports drink market is currently led by three key players: PepsiCo’s Gatorade, Coca-Cola’s Powerade, and BodyArmor. Gatorade controls 61% of the market, followed by Powerade with 14.5%, and BodyArmor at 11.8%, according to Euromonitor International. Despite the competition, Curry is confident Plezi can make an impact, joining a list of athletes and celebrities who have invested in this space. This includes figures like the late Kobe Bryant (BodyArmor) and LeBron James (Mtn Dew Rise), as well as influencer Logan Paul (Prime).
There is a rising demand for advanced hydration solutions. Howard Telford, a senior industry manager at Euromonitor, stated that while the category’s volume declined in 2024, sales grew due to higher prices. Sports drinks are also facing pressure from powder mix concentrates and oral rehydration brands like Pedialyte and Electrolit.
Plezi is not just a product but a collaboration. Curry, in addition to being an investor, played a hands-on role in its development. He worked on everything from the beverage itself to the packaging. His wife Ayesha, with her culinary expertise, also contributed to creating the drink’s taste. Together, they’ve ensured that Plezi delivers on flavor and nutritional value.
The name Plezi, meaning “fun” in Creole, reflects the drink’s playful spirit. It will come in three flavors: lemon lime, tropical punch, and orange mango twist. Curry’s personal favorite is the orange mango twist. Plezi will initially be sold in California at Walmart, Albertsons, and Safeway. It will also be available nationwide through Amazon. A 16.9-ounce bottle will cost $2.29 and contains only 70 calories.
Obama, co-founder and strategic partner at Plezi Nutrition, expressed excitement about offering a healthier alternative for people striving to stay active and hydrated. Plezi Nutrition was launched in 2023 with a mission to raise a healthier generation of kids. This goal builds on Obama’s “Let’s Move!” campaign from her time as First Lady.
Stephen Curry commitment to health extends beyond Plezi. Through his non-profit, Eat, Learn, Play (ELP), which he co-founded with Ayesha in 2019, Curry has advocated for nutrition and wellness. Plezi has already collaborated with ELP on various events, providing beverages to support the organization’s mission.
