Carrie signs a promotional deal with BodyArmor that includes an equity stake in the company. Somebody gonna be even more wealthy than she is now. Her 1st commercial is out & she co - stars with James Harden.
One of country music’s biggest stars is getting in on the sports drink wars.Bodyarmor announced on Monday that seven-time Grammy award winning singer Carrie Underwood will be its first celebrity endorser as the sports drink maker looks to broaden its appeal. As part of the deal, Underwood will get an undisclosed equity stake in the company and will appear alongside James Harden in Bodyarmor Lyte’s first-ever television campaign, debuting Monday during “The Bachelor.” She will also appear in advertising for Bodyarmor’s premium SportWater product.
“I have spent probably the past 15 years working on myself and falling more and more in love with health and fitness,” Underwood told CNBC. “So it just all ties it together and I love that I’ve been able to create this big web of health and fitness things going on in my life.” Underwood joins an impressive roster of endorsers to the brand including NBA star James Harden, PGA golfer Dustin Johnson, MLB’s Mike Trout, pro tennis player Naomi Osaka and soccer star Megan Rapinoe. The late Kobe Bryant was one of the original investors in Bodyarmor and was instrumental in taking the brand mainstream. Underwood said while she’s obviously not a professional athlete (although she jokes that singing can be hard physically, too), she believes she can help open doors for Bodyarmor by reaching a new audience. “I get to talk to working moms and people like me because that’s what I do and that’s what I know,” she said. “Carrie is what we’re seeing in a lot of consumers. ... She’s a mom and she’s a wife. She’s got two kids and she’s on the run, and she leads this hectic lifestyle and she has a need for healthy hydration,” said Mike Repole, CEO and founder of Bodyarmor.
Underwood said one of the things that was attractive about this deal is the fact that she was offered an equity stake in Bodyarmor. “You want to be personally invested in the company being successful. It’s definitely a motivator just to be in it and be working and getting his product to as many people as possible,” she said. Underwood’s business portfolio has grown rapidly over the last decade. The country singer first gained fame in 2005 after winning American Idol. She has gone on to sell more than 64 million records worldwide. She’s appeared in television, film, is the voice of NBC’s Sunday Night football and is also a best-selling author. She’s also been very active in the fitness space. Nearly six years ago, she ventured into fitness apparel with the launch of CALIA, a workout line created exclusively for Dick’s Sporting Goods. The lifestyle brand has seen rapid success, becoming the second most popular women’s brand for the sporting goods retailer. In December, Dick’s introduced its first pop-up stores with the brand. This year, Underwood introduced a fitness app called FIT52 in collaboration with her longtime personal trainer Eve Oreland. It was inspired by Underwood’s passion for an active lifestyle, she said. The singer’s latest partnership aligns perfectly with her personal mission to ensure that health and wellness is at the forefront of everything she does. “I’m so fortunate to have been able to build my passion for health and fitness into a business model and personal brand I can stand behind and be proud of,” she said. Bodyarmor was founded in 2011 by businessman and beverage industry veteran Mike Repole, who previously helped found Glaceau, the maker of Vitaminwater. The brand is the third largest sports drink on the market, with 13% of the category’s sales, according to data from Beverage Digest. Bodyarmor rang up a billion dollars in sales last year, up 70% from 2019, Repole said. Sales were helped, in part, by Coca-Cola’s purchase of a minority stake in 2018, which has led to increased visibility and distribution. “They are definitely one of the fastest-growing sports drinks, for sure,” said Duane Stanford, editor and publisher of Beverage Digest. “They’ve been able to actually sustain significant growth rates, which has been really interesting.” Repole’s goal is to dethrone industry leader Gatorade, which is owned by PepsiCo and controls 70% of the market. “I wanted to be the number one sports drink by 2025,” he said. “I said that back in 2011. A lot of people laughed.” “Gatorade right now is five times our size,” he continued. “10 years ago, they were 500 billion times our size. So we’ve closed the gap, from 500 billion to five times our size.” Taking the brand more mainstream through endorsements like Underwood’s is one of the ways he expects he will get there. “The other traditional sports drinks don’t go outside of the athlete box, and you know Bodyarmor has always been innovative always been different,” he said.
This has been rumored for a while, but now is fact:
Carrie announces her first-ever residency, REFLECTION: The Las Vegas Residency, at The Theatre at Resorts World Las Vegas, beginning December 1. Carrie joins global music stars Celine Dion, Katy Perry, and Luke Bryan as the founding headliners at the Strip's highly-anticipated new 3,500-room luxury destination opening June 24. Carrie's first six shows are scheduled for December 1, 3, 4, 8, 10 and 11.
Carrie Underwood causes a splash in Strip residency at Resorts World
By John Katsilometes Las Vegas Review-Journal December 2, 2021 - 12:15 pm
There is a time to stay dry, and a time to get wet. Carrie Underwood performed a cannonball at the Theater at Resorts World on Wednesday night.
Underwood threw open the 5,000 capacity theater with a leap into the deep end. It happened at the end of the performance, which was peppered with several elements hinting strongly to famous Vegas productions. Underwood performed as her stage rotated toward the crowd, reminding us of the signature stage deck from Cirque’s “Ka.”
Her dance team climbed along giant rods protruding from that stage, as Underwood called out, “There must be something in the water!” Oh yeah. On cue, a waterfall cascaded on the superstar, drenching her, as if providing a cold shower to close a fiery performance. That would be her finale, too. There is NO encore after the headliner is soaked. The scene brought to mind not only “Ka” (and also, “O,” whenever you just add water), but also Celine Dion’s gorgeous closing number at the Colosseum at Caesars Palace. A rain curtain that surrounded Dion, but not a drop of water fell upon the legend.
There is more than one way to summon H20 in these Vegas spectacles. Underwood, of course, was the first to make a splash at the Theater after Dion cancelled all of her dates at the venue for health concerns. The Theater, a partnership between Resorts World and AEG Presents is her domain, for now, until Katy Perry and Luke Bryan blast in.
Underwood is on the Strip for the long run, with five more shows through Dec. 11. She’s back for four in March, two in April and six just announced in May. Those are onsale 10 a.m. Monday (Pacific time). Underwood was up for the task of opening this venue, seeming to relish the assignment. She came with several costume changes, employing ample bling and a couple capes in the same fashion Elvis and (especially) Liberace made famous in Las Vegas
All of these elements line up with Resorts World’s own attention to Vegas lineage. The hotel sports an Elvis display at its main entrance, and also Liberace’s mirrored-plated Baldwin and 1962 Rolls Royce Phantom. That a headliner in the prime of her career can pay homage, artistically, to those days is refreshing to longtime Vegas entertainment fans. Underwood happens to hold the same position at the Theater that Barbra Streisand did when she opened the International, months before Elvis premiered there. But Underwood’s was not a performance that broke in the venue. The Theater is in superb condition, in midseason form, to use a sports term. The Theater is beautifully appointed (its very similar to an expanded Colosseum in its design) with clear sight lines and dazzling video at the back of the stage and along the sides.
The furthest seat from the stage is 150 feet, which (in lay terms) is close enough. The Scéno Plus sound system, with about 200 L-Acoustics speakers, meets the hype. Maybe only the well-trained ear can detect if it is more refined than, say, the Colosseum or Dolby Live. But you feel every note, a full and robust audio experience that doesn’t leave your ears ringing.
Underwood’s is a dance-and-acrobatic production, too. Her backing performers frequently performed acrobatically on lyra hoops, aerial straps, other elements that are, by today’s standards, classic Vegas. Underwood, herself, is in top stage condition. She took on the look of a superhero in her gold-sequined pant suit and black cape. You would have expected her to perform an aerial act herself across the stage. But at the core this is a music show, and Underwood has that fantastic voice. She establishes a spiritual connection with her fans by blowing through “Jesus Take The Wheel,” “Drinking Alone,” “Last Name” and lyrically, it sometimes seems as if George Jones (or George Thorogood) is inhabiting Underwood’s thought process. “Drinking Alone” has the bar-top exchange, “We should be drinkin’ alone, together. Drownin’ the pain is better.”
And during band intros, Underwood summoned Led Zeppelin’s “Rock and Roll.” Not just a couple of riffs or a verse, but nearly the entire song. You need a dose of Led Zep in today’s country residency, even during the NFR, just to shake things up. You also need the right band to pull this off, and Underwood’s killed it.
And the country icon has conceived a show-within-a-show with her “Before He Cheats.” This is the anthemic, confessional tribute to retribution through vandalism. This might be the least-ambiguous song ever recorded. Underwood sings, “I took a Louisville slugger to both headlights. I slashed a hole in all four tires.” Following her phrasing, Underwood’s dance team wields prop bats at a Jeep that has been lowered to the stage. It’s a slam-bang number — Get the license-plate number of that cheater! — that has the crowd wailing approval. The last time we saw a Louisville Slugger on a Vegas stage was when John Fogerty played his famous bat-guitar during “Centerfield.” A totally different vibe. The Theater will host many more headliners (including another likely to be announced this month). There will be moments to remember, sing-alongs, and swaying arms and smartphones lighting up the venue. But there’s only one chance to open a place like this. And with Underwood, the Theater got it right
So last night Carrie headlined at Coachella. She has in the past covered Guns and Roses in her sets. Last night she did both Paradise City and Sweet Child Of Mine and Axl Rose came on stage to sing with her. Must have been quite the head rush