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.