By Barry Janoff
September 17, 2013: Last year, his first season in the NFL, Andrew Luck became one of the top young quarterbacks in the league.
Now, Luck is trying his success on Madison Avenue.
BodyArmor SuperDrink has signed the Indianapolis Colts' signal caller to multi-year deal and also said that Luck would become a brand partner and investor.
Financial terms were not disclosed.
Luck is joining a BodyArmor roster that has strong leadership — company chairman Mike Repole was co-founder of VitaminWater, whose parent company, Glaceau, was acquired by Coca-Cola for more than $4 billion in 2007 — and a strong athlete roster.
In addition to Luck, BodyArmor spokespersons include Mike Trout (Los Angeles Angeles), Buster Posey (San Francisco Giants), Rob Gronkowski (New England Patriots) Ray Rice (Baltimore Ravens), LeSean McCoy (Philadelphia Eagles) and Jason Pierre-Paul (New York Giants).
As part his agreement, Luck will appear in national and regional advertising, participate in brand events and campaigns and will "play a role in future product testing around the science of the SuperDrink," according to the company.
The partnership launched with a BodyArmor SuperDrink “#MoreThanLuck” promotion this week, which asks consumers via mobile and social media how their success relies on preparation rather than luck. People who participate will be eligible for the opportunity to work with Luck in a private coaching session. (Details here.)
"Pumped to have Andrew Luck as a member of the @DrinkBodyArmor super team. [But] don't think this is going to stop me from sacking you."
According to BodyArmor, Luck began using the product during the off-season felt it helped his performance. His reps contacted BodyArmor executives, which eventually led to the partnership.
However, being part of the BodyArmor roster apparently will not prevent his fellow endorsers from doing their jobs on the football field.
"Pumped to have Andrew Luck as a member of the @DrinkBodyArmor super team," Jason Pierre Paul wrote on Twitter. "[But] don't think this is going to stop me from sacking you."
Gronk Gets Busy For BodyArmor
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