On Thursday morning, X2 Performance, an energy drink company, announced a new partnership with Anheuser-Busch’s AB ONE to create clean and healthy energy drinks for every day athletes.
Prior to this announcement, X2 Performance could only be found inside Southern California CVS Pharmacy's or Subways. With this new announcement, the energy drink will be available inside select 7-Eleven, AM PM, Circle K, Anabi Oil locations, and even supermarkets throughout Southern California.
“The energy drink consumer is moving towards better-for-you products, and we are extremely excited about working with X2 Performance to deliver their products to meet our retailers’ needs.” said Scott King, VP of Marketplace, AB ONE for Anheuser-Busch.
X2 has a handful of marquee athlete investors, including LA Clippers‘ star forward Kawhi Leonard, New York Giants star running back Saquon Barkley, Tampa Bay Buccaneers star Lavonte David, as well as Peloton Instructor Kendall Toole.
Over the last few years, X2 Performance have really taken the sports world by storm. The company is at a place where more than 30 professional teams throughout the NBA, NFL, MLB, and NHL provide athletes with the energy they need without the crash later on.
In a release, X2 Performance CEO and Board Member Mark French spoke about the partnership between his company and Anheuser-Busch’s AB ONE.
“We have been very happy with the steady progression towards our goal of expanding past the locker room and into the hands of health conscious consumers. We are thrilled AB ONE selected X2 Performance to be their clean healthy energy offering,” said French. “With AB ONE’s best-in-class distribution network, and our differentiated offering coupled with the reach of our A-list athlete partners, we are optimistic that we will be bringing new customers to the growing energy category.”
Kawhi Leonard, who joined X2 Performance in a deal in Q4 of 2020, is an owner and active business partner, not just another endorsement partner, X2 Performance says.
“Kawhi sets the foundation for his elite performance on and off the court with an all-natural and organic diet. He is equally selective with the brands he will endorse. Kawhi partnered with X2 because the products are natural, tested to the highest standards of quality and purity, and our patented formula provides the fuel for him to push his performance.”
As the X2 prepares for its big expansion project with Anheuser-Busch’s AB ONE, they've also announced that Eric Foss, a beverage industry veteran and X2 investor, will be taking on the role of Chairman. Foss has served as Chairman and CEO of Pepsi Bottling Group and Aramark, two Fortune 200 food and beverage companies, and will continue to bring his deep experience and a proven track record to X2.
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