Former U.S. First Lady Michelle Obama and four-time NBA champion Stephen Curry have partnered to launch Plezi Hydration, a new entrant in the sports drink segment positioned as a cleaner, health-forward alternative to traditional offerings.
The launch represents a strategic move to disrupt a highly competitive category dominated by long-established brands.
Plezi Hydration is produced under Plezi Nutrition, a public benefit company co-founded by Obama in 2023 to advance children’s health and promote nutritious food and beverage options.
The new product line, introduced on Wednesday, is formulated without added sugars or artificial sweeteners and offers a full daily dose of vitamin C with reduced sodium content compared to industry benchmarks.
“Plezi represents our continued mission to make wellness more accessible,” Obama said in a statement. “We’re excited to provide a delicious, healthier option for everyone who’s trying to get active and stay hydrated.”
The product line launches with three flavors—Lemon Lime, Tropical Punch, and Orange Mango Twist—and will retail at $2.29 for a 16.9-ounce bottle.
Initial availability includes Walmart, Safeway, and Albertsons stores in California, with national distribution via Amazon.
Stephen Curry, who joins as both an investor and collaborator in product development, said the team created something that can help people fuel their bodies with smart ingredients and great flavour.
“We’ve created something with smart ingredients and unbeatable flavor, so people can fuel their bodies the right way,” he said.
His wife, Ayesha Curry, a culinary entrepreneur, also contributed to the beverage’s taste profile and formulation.
Plezi enters a market dominated by Gatorade (PepsiCo), Powerade (Coca-Cola), and BodyArmor, which together account for nearly 90% of U.S. market share, according to data from Euromonitor International.
Despite this concentration, demand for healthier hydration solutions is accelerating, driven by consumer preferences for clean-label, functional beverages.
“The category is shifting,” said Howard Telford, Senior Industry Manager for Soft Drinks at Euromonitor. “While traditional sports drinks remain strong, alternatives with wellness benefits and less sugar are gaining traction—especially among younger, health-conscious consumers.”
Curry’s involvement mirrors a growing trend of athlete-backed beverage ventures.
The late Kobe Bryant’s early investment in BodyArmor helped elevate the brand before its acquisition by Coca-Cola, while other athletes including LeBron James and Logan Paul have also entered the hydration and energy drink space.
Plezi’s market positioning leans into both functionality and social impact. The brand has partnered with Curry’s Eat. Learn. Play. Foundation on community events, reinforcing its commitment to nutrition and access.
Plezi’s broader brand narrative supports the long-standing goals of Obama’s “Let’s Move!” campaign, which focused on reducing childhood obesity through education and healthier food choices.
