NBA megastar, businessman and philanthropist LeBron James entered a multiyear partnership with premium bottled water brand LIFEWTR. The deal intersects with James’ purpose of community empowerment, which fuses with the brand’s mission to help people thrive in underrepresented communities, according to a release sent to Blavity.
James is the first athlete partnership deal for the PepsiCo-owned water label.
“I’ve always loved LIFEWTR and how every detail — from the original art showcased on its bottles to the brand’s efforts to champion diverse voices — serves a bigger purpose,” the Lakers forward said, according to the release. “LIFEWTR is all about inspiring creativity, and I want the kids in my I PROMISE program and people everywhere to be inspired by the exciting work we’ll do together.”
Through The LeBron James Family Foundation, the newly named billionaire has hosted an assortment of altruistic initiatives and partnerships geared toward supporting communities around the country, starting with his hometown of Akron, Ohio.
His foundation has included behavioral and primary health care services at I PROMISE HealthQuarters and transitional housing at the I PROMISE Village. It also plans to offer long-term affordable housing through I PROMISE Housing. In 2018, he launched the public I PROMISE School, with a focus on instruction to serve underserved urban students and families.
James’s longstanding commitment to uplifting his community made him the ideal candidate to boost LIFEWTR’s objectives.
“LeBron James’ unwavering dedication to uplifting individuals and communities mirrors our mission at LIFEWTR to help people thrive,” Zach Harris, vice president, Water Portfolio at PepsiCo Beverages North America, said. “We are thrilled to work with him to further the LIFEWTR brand’s commitment to helping underrepresented voices flourish.”
Since the formation of the brand in 2017, LIFEWTR has been dedicated to properly hydrating its consumers through its proprietary reverse osmosis process that removes impurities from drinking water, leaving it with a clean taste. The product also includes electrolytes.
Later this year, LIFEWTR will also announce further programming in collaboration with the NBA star.
LIFEWTR’s parent company PepsiCo is passionate about supporting and elevating diverse communities through its Racial Equity Journey initiative that promotes diverse voices within the company and among supply chain partners. The program intends to break down racial barriers for Black and Hispanic Americans through a $400 million and $172 million investment over five years.
For more information about LIFEWTR, visit LIFEWTR.com and @LIFEWTR.
