Kobe Bryant's BodyArmor Ads Starring James Harden, More, Troll Gatorade

Tim Daniels@TimDanielsBRFeatured ColumnistApril 18, 2018

HOUSTON, TX - APRIL 10:  Kobe Bryant #24 of the Los Angeles Lakers talks to James Harden #13 of the Houston Rockets after the game on April 10, 2016 at the Toyota Center in Houston, Texas. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2016 NBAE (Photo by Bill Baptist/NBAE via Getty Images)
Bill Baptist/Getty Images

BodyArmor Sports Drink takes direct aim at longtime industry leader Gatorade in a new set of advertisements set to air beginning Wednesday night.

Darren Rovell of ESPN.com reported the new commercials, which NBA legend Kobe Bryant wrote and co-directed, feature the Houston Rockets' James Harden, New York Knicks' Kristaps Porzingis, Los Angeles Angels' Mike Trout and Dallas Wings' Skylar Diggins-Smith.

The ads conclude with the tagline, "Thanks Gatorade. We'll take it from here."

Bryant tweeted out the ad featuring Harden along with the tagline taking aim at Gatorade:

Rovell provided a look at Porzingis' spot:

Diggins-Smith showcased her own:

BodyArmor founder Mike Repole told Rovell the company believes it can provide a new alternative to Gatorade as athletes become more "sophisticated," and it partnered with Bryant, who's also an investor in the brand, to spread that message.

"When I teamed up with Kobe, I thought I was getting an elite basketball player with great vision," he said. "I wound up with an Oscar winner who has his fingerprints all over our creative that we deeply benefited from. He invested his money to be part of the brand versus an endorsement deal. He was in when we had 20 million in sales, so consider him a co-founder."

Now the question is how Gatorade will respond to the trolling.

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