MICHAEL PHELPS greatest Olympic athlete of all time international sports icon
Presents PURESPORT
WORKOUT RECOVERY
A NEW CLASS OF SPORTS DRINK with Protein A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Packaging Formats
PureSport Packet Cartons
Workout Packet Carton Recovery Packet Carton Starter Kit Phelps Recovery with collapsible bottle bottle carrier
contains 4 workout + 4 recovery packets contains 15 workout contains 10 recovery contains 8 bottles one each of the four different avors packets packets of recovery + 1 collapsible bottle A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Retail Floor Display
Features Michael Phelps Graphic
Holds 24 Packet Cartons
Uniform carton sizes allow for customizable product mix between:
PureSport Workout Packet Cartons
PureSport Recovery Packet Cartons
PureSport Starter Kits with collapsible bottles
Who buys PureSport?
Anyone who wants to stay hydrated and recover from exercise with the added bene ts of Whey Protein Isolate. PureSport buyers span all ranks of sport, from professional to collegiate, high school and recreational sport.
Buyers include youth and adult swimmers, runners, triathletes, wrestlers, soccer players, cyclists, kick boxers, rowers, eld hockey players, volleyball players, track athletes, tennis players, divers, skiers, lacrosse players, ice hockey players, gymnasts, golfers, football players, mountain bikers, rodeo riders, softball players, baseball players, super bike racers, water polo players, basketball players and everyday individuals of all ages interested in exercising and staying t with the best available Sports Drink - PureSport. Michael Phelps on the block at the PureSport sponsored 2008 Long Course Championships A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
Bene ts of Exercising, Training and Competing with PureSport
Great-tasting water-based sports drinks available in four light, satisfying avors that are easier to drink than chalky, thick milk-based protein drinks
Whey protein isolate, the highest available form of whey protein provides:
reduced muscle soreness enhanced muscle repair faster muscle recovery time a second, longer-lasting energy component beyond carbohydrates alone increased endurance
Signi cantly less simple sugars than typical sports drinks
Added electrolytes and magnesium reduce muscle cramping
Added Vitamin C antioxidents promote a stonger immune system
PureSport is delivered in several convenient powder formats that allow:
easier packing and transportation to the gym, pool, meet, or while hiking, biking, running, etc. customization of taste add a little more water for a lighter taste or a little less water for a stronger avor control over the type and quality of water added to PureSport - from tap to brand name water
PureSport is:
gluten-free ca eine-free good for lactose interlorant consumers
A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Workout Packaging Copy and Nutrition Facts
PureSport Workout is formulated with 6g of whey protein isolate per serving for use before and during physical activity whenever normal hydration is needed.
Pictured: Text panel and representative PureSport Workout Nutrition Facts from Lemon Lime PureSport Workout Packet A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Recovery Packaging Copy and Nutrition Facts
PureSport Recovery is formulated with 18g of whey protein isolate per serving for use immediately after at least 45 minutes of strenuous physical activity. Bene ts of PureSport Recovery are best achieved when taken within 15 minutes after activity completion.
Pictured: Text panel and representative PureSport Recovery Nutrition Facts from Grape PureSport Recovery Packet A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
About Michael Phelps, Marquee PureSport Athlete Partner
Michael Phelps captivated a nation and the world with a performance for the ages at the 2008 Beijing Olympics.
Including preliminaries and nals, Michael competed with the world’s best swimmers in 17 races over 9 days producing and unprecedented 8 GOLD medals and 7 world records .
Michael was introduced to PureSport in the year leading up to his Olympic run. In PureSport, he found a superior workout and recovery sports drink about which he stated, “This is the best sports drink I have ever found. I wouldn’t train without it.” Michael signed with PureSport and is a part-owner in the Company.
Michael relied on PureSport before, during and after his arduous six hours of daily training leading to the Olympics. Michael Phelps preparing to swim And, PureSport was there for every stroke of his Olympic at the PureSport sponsored swims, some less than 30 minutes apart, providing balanced 2008 Long Course Championships. energy and muscle recovery afterwards.
Prior to the 2008 Olympics, Michael won seven gold medals while shattering ve world records at the 2007 FINA World Championships in Australia. He is a 27-time World record holder. He won six gold medals at the 2006 U.S. Nationals, three gold medals at the 2005 U.S. Nationals, ve gold medals and one silver medal at the 2005 World Championships.
During the 2004 Summer Olympics, at the age of 19, Michael won six gold medals and two bronze medals becoming the rst Olympian since 1980 to win eight medals in a single Olympics.
At age 15, Michael became the youngest male World record holder in modern history and has since been recognized as USA Swimmer of the Year three times. At age 16, Michael became the youngest American male swimmer to turn pro. A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Athlete Partners Represent a Broad Spectrum of Sport
Nastia Liukin, 18, 2008 Olympic All-Around Gymnastics Gold Medalist Nastia Liukin became only the third American to win the most prestigious title in Women’s gymnastics. As a Senior International Elite gymnast, Nastia is also a four time World Champion, nine time World medalist, four time US National Champion and has won multiple Paci c Rim and American Cup titles. In 2005 she was also named the Gymnast of the Year by the International Gymnastics Hall of Fame and was a nominee in both the World Top 10 Athletes Award and the US Sport's Academy Athlete of the Year. Brendan Hansen, 27, Captain 2008 US Olympic Swim Team Brendan Hansen swam the breaststroke leg of the GOLD medal winning and world-record setting 4 x100 medley relay along with teammate Michael Phelps helping him win his unprecedented 8th GOLD medal of the 2008 Olympics.
Brendan is also a three-time 2004 Olympic medalist, winning GOLD as part of the world record-setting 4×100 medley relay, silver in the 100m breaststroke and bronze in the 200m breaststroke. At the 2004 Olympic Trials, he set world records in both the 100m and 200m breaststroke, becoming the rst American to hold both records since 1974.
“PureSport has helped me take my training to a new level.” Aaron Peirsol, 25, Swimmer 2008 US Olympic Swim Team Aaron Peirsol is one of the greatest backstrokers of all time. During the 2008 Olympics, Aaron won GOLD in the 200m backstroke and 4 x 100m medley relay and silver in the 100m backstroke. A three-time Olympian, Aaron also earned three GOLD medals at the 2004 Olympics (100m backstroke, 200m backstroke, 4×100m medley relay) and a silver medal at the 2000 Olympics (200m backstroke). Ian Crocker, 26, Swimmer 2008 US Olympic Swim Team Ian Crocker, who specializes in the butter y, has won ve Olympic medals in his career. In Beijing 2008, he won a GOLD medal swimming the butter y leg of the qualifying 4 x 100 medley relay. At the 2004 Athens Olympics, he won a bronze medal as a member of the 400m freestyle relay team, a silver medal in the 100m butter y, and a GOLD medal as a member of the World-record setting 400m medley relay team. At the 2000 Summer Olympics, Ian was a member of the GOLD medal-winning 400m medley relay team. Kenny Cooper, Jr., 23, Major League Soccer Player Kenny Cooper, Jr., is a rising star within the soccer world. A big, physical forward for Major League Soccer’s FC Dallas club, Kenny is currently the league’s second leading scorer. Aaron Peirsol, Brendan Hansen, and Ian Crocker (as a quali er in 2008) all won GOLD with Michael Phelps as part of US 4x100m medley relay teams in Athens 2004 and Beijing 2008 Olympics. A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Athlete Endorsements Represent a Broad Spectrum of Sport
David Stremme, 31, NASCAR Driver Former NASCAR Nationwide Series Rookie of the Year, David Stremme, will make his debut behind the wheel of Rusty Wallace Racing’s No. 64 in 2008. After two full seasons in the NASCAR Sprint Cup Series, Stremme brings a great deal of experience and knowledge to his 64 car teammates. Regan Smith, 24, NASCAR Driver After a whirlwind year of change, Regan Smith is ready to take advantage of the oppor- tunity to compete for the 2008 NASCAR Sprint Cup Rookie of the Year title behind the wheel of the No. 01 Dale Earnhardt Inc. Chevrolet. Paul Carrozza, Running Guru, President’s Council on Fitness Paul Carrozza and his wife Sheila founded RunTex, now the Nation's largest store devoted exclusively to running. In addition to RunTex, Mr. Carrozza also founded RunTex University and RunTex Events. He is co-founder and sponsor of RunTex Marathon Kids Program, which has successfully helped over 100,000 children achieve endurance and learn to enjoy running.
“PureSport Recovery is noticeably signi cant in improving immediate recovery and next day ability to train at a higher level. It’s got the protein and carbohydrates mixed just right.” Shuhei Aoyama, 24, Team Honda Superbike Racer It takes a special ability to stand out among a horde of other riders when Honda is deciding who should be awarded the Honda Racing Scholarship. Receiving the invitation to race for Honda is almost as much of an achievement as winning an intensely competitive domestic series. John Crews, 30, Pro Bass Fisherman A Bassmaster and FLW Tour regular, John Crews has posted 10 Top 10 nishes on the Bassmaster Tour and 5 Top 10 nishes on the FLW Tour. Having career tournament earnings well into six- gures, John is working hard towards the ultimate title for any competitive sherman, Angler of the Year. Kevin Seamans, 31, Motocross Rider Kevin Seamans has been racing and building a motocross career since the age of six. On his Kawasaki 450F, Kevin recently had best performance on the national stage nishing 4th at the 2008 NMA Grand National Championship.
"I use PureSport in all aspects of racing. I take it before and after my daily work-outs and riding and also on race day. It replenishes my body and gives me the fuel to keep pushing forward when I think I have reached my limits." A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Athlete Endorsements Represent a Broad Spectrum of Sport
Brandon & Amy Marsh, 32, 29, Pro Triathletes Amy: “PureSport Recovery is an amazing post workout energy drink. After drinking PureSport Recovery, I feel refreshed, and my post workout energy level is higher. This is particularly bene cial when I have two-a-day multi-sport workouts. PureSport has everything you're looking for in a recovery drink. It has a little bit of whey protein isolate, electrolytes, antioxidants and a mix of natural sugars/carbohydrates. In addition to helping us recover...it tastes freakin' good! ”
Brandon: “Consistency is the key to improvement and longevity in triathlon. PureSport Recovery helps me recover from my workouts and sets me up for the next day of training. The Marshes after winning the men’s and women’s individual categories at J&A’s 2008 Triathlon. Being able to train and recover day in and day out is the key to any athlete's success, and PureSport Recovery is a part of this.”
Bonner Cooper, 24, PRCA Saddle Bronc Rider Bonner is a professional saddle bronc rider. He is a two-time College National Finals Rodeo quali er and has served as student president of the National Intercollegiate Rodeo Association. In addition, he was twice named an NIRA Academic All-American while competing for Texas A&M University as a student athlete.
Trevor Snowden, 37, Wheelchair X-Gamer Former pro snowboarder, “Trevair” Snowden will -- without a doubt -- be the most interesting and colorful athlete competing in Mono Skier X at WX '08. Trevor is known for his crazy stunts on a 4x4 wheelchair and has been lmed launching o a 55-ft jump.
"I nd the fatigue in my arms that I get from everyday use in my wheelchair has greatly been reduced in just a few weeks of drinking PureSport Recovery. PureSport has become an integral part of my training for the Winter X Games 13. ”
Madeleine McDu , 13, Junior National Velodrome Cycling Phenom The 5-foot, 2-inch seventh grader practices three to four times a week for up to 50 miles. She works with her trainer, former National Cycling Champion and U.S. Team Member Garth Blackburn.
“Cycling is my life. With the dedication and sacri ce I make for my sport, being sore after a hard workout is something really don’t want or need at the age of 13 years old. I recently went on a search for a pre and post recovery product and I found one in PureSport! Results for me have been immediate since I pretty much cycle on a daily basis if not on the track..I’m on the road. The avors they o er are awesome. My favorite way to drink them is to make an icy slush for after a hot ride and trust me, it gets hot in Texas!” A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Athlete Endorsements Represent a Broad Spectrum of Sport
Mary Tipton, Extreme Canoeist Mary Tipton is a marathon canoe racer. She has completed the Colorado 100 twice and the Texas Water Safari twice placing 8th with a nishing time of 48.5 hours - rst time in the 30 year history of the race that a girls boat nished in the top ten.
“That's 48 hours of straight paddling. No sleep, no support from the banks, except water hando s from your team captain. Everything else is banned. That's why PureSport’s fuel and recovery capabilities are so important. They have to be exactly what you need to keep you going, without upsetting your stomach.”
Robert Lara, 24, Professional Baseball Player Robert Lara, drafted in 2007, is an up-and-coming catcher within the San Diego Padres farm system. He is currently leading the league in hitting for catchers and is fourth overall. Sylvia Mosqueda, 42, Masters Endurance Runner Sylvia Mosqueda has been one of the top women road racers in the U.S. since 1987, when she won her rst major road race at the Philadelphia Distance Run Half-Marathon. In 1988, Sylvia Mosqueda was the NCAA 10,000m champion and, in 1992, nished 4th at the US Olympic 10k Trials.
“I drank my PureSport sports drink and I won my race with a time of 16:25 - not bad for 42yrs old! And, after my interval days, tempo runs and long runs - not bad at all, PureSport tastes good and my legs feel better the next day, thumbs up!'' Rachel Fernandez, 25, Fitness Competitor “I have to say I'm very impressed with PureSport. I just started back to the gym regularly again and usually when I rst start working out I get incredibly sore. The recovery is amazing! I was a little frantic when I opened up the box to fruit juice avors. I usually dry heave when I've tried others in the past (I'm usually the chocolate avored girl)....but the avors that I've tried so far are REALLY good...it doesn’t have that gross aftertaste that most have.” Tyson Bolduc, 25, Downhill Skier Salt Lake City transplant Tyson Bolduc (formerly of Vail) and Crested Butte, headlines Head skis’ freeride team. Bolduc exploded on the big-mountain scene this year, nishing rst at the Jackson Hole IFSA North American tour stop.
"In my profession there are many variables from mother nature alone to contend with. Therefore, when the sun comes out and the helicopter res up I do not have the leisure to wait for my body to be ready. PureSport allows me to train and ride every day, yet wake up ready to do it again." A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
Phelps, Liukin Projected to be the Top 2 Olympic Product Endorsers
The gold standard - Michael Phelps
It’s unlikely any Olympian from the China Games will match swimmer Michael Phelps’ endorsement income. Few sports o er the chance for eight gold medals. But here are eight who could be a lot richer after the closing ceremonies.
#2 Nastia Liukin
Age: 18
Hometown: Parker, Texas
Previous Olympic experience: None
Might be a good endorser for: Bank of Moscow
This attractive teen already has appeared on the Today Show. Her story is compelling: Liukin’s father, Valeri, captured gold medals as a gymnast for the Soviet Union a generation ago. She has ourished already with World Championship gold medals in gymnastics and will try to win more in Beijing. From Olga Korbut to Nadia Comaneci to Mary Lou Retton, a star gymnast always seems to grab the spotlight at the Games, and Liukin could be this year’s heroine. She is also the best bet to ourish endorsement-wise in an international market such as Russia, given her background. MEN’S VOGUE * AUGUST 2008 A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz
Secret Weapons: The Gear behind the Gold
In a ve minute segment featuring technology innovations at the Olympics, Al Roker and Men’s Health magazine’s Dave Zinczenko present PureSport on the Today Show.
Al introduces the product as coming straight from Michael Phelps’ training bag and Dave follows with background information and product bene ts.
The video segment was featured on NBC’s Today Show home page during the Olympics.
(For PDF viewers connected to the internet, click images to view full video segments on their respective host sites)
Nastia Liukin’s Agent Evan Morgenstein announces her signing with PureSport on CNBC stating, “She just signed a deal with a company called HPL on their product PureSport, it's a product that is utilized by great athletes like Michael Phelps, and Aaron Piersol and Brendan Hansen and Nastia is going to be the rst female that has ever actually endorsed the product. So we are really excited. It's a great opportunity for her to share her willingness to go tell young kids about being healthy and doing something good for their bodies. ” A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz
CNBC segment titled, “Phelps Wins 3rd Gold Medal” - A look at how much is on the line for the 23-year old, with CNBC's Darren Rovell.
In the segment, Darren gives an overview of Michael Phelps’ endorsement deals stating, “...and PureSport, not Gatorade, a sports drink. Phelps came into this Olympics as the most recognized active Olympian...”
(For PDF viewers connected to the internet, click images to view full video segments on their respective host sites)
At the US Olympic Trials, Brendan Hansen is interviewed in front of the PureSport Hummer by the top Internet swimming destination site, Floswimming.
During the interview, Brendan states about PureSport, “That’s what we’ve been using for about a year and a half now and it’s really taken me to a new level in my training.” A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz
ESPN Senior Writer, Eric Adelson, writes in an article about reasons behind the recent proliferation of world records in sport:
“Throw in advances in nutrition - the PureSport concoction Phelps drinks before every race wasn’t even invented until last year - and all the records go from dubious to logical.”
(For PDF viewers connected to the internet, click images to view full articles on their respective host sites)
NY Times Play Magazine Article titled “Swallow This” - Forget the Ice and Ibuprofen, the best way to RECOVER FROM EXERCISE is through your stomach
Article features Dr. Ivy, developer of PureSport, on optimal Carb:Protein Ratio
The print version of the article states, “One sports drink that comes close to that ratio is PureSport Recovery Drink, which was developed by Ivy and is sold through and Austin Company, Human Perfor- mance Labs. Olympic swimmer Michael Phelps is a spokesman.” August 19, 2008
COOPER TIES IN TO PURESPORT Joining Michael Phelps, Liukin in endorsement
MLS All-Star forward Kenny Cooper has just joined the PureSport performance drinks family in an endorsement move and has pretty strong “brothers and sisters” in the venture in “Mr. Olympics” Michael Phelps and Gold-medal winning gymnast Nastia Liukin.
To the casual observer, this is just another cash haul for an athlete that has earned that status. But Cooper is much more selective than that. He isn’t just a gifted athlete, but a diligent observer and worker in carefully enhancing what God has given him. The FC Dallas striker is known as a tireless workhorse and a fitness fanatic, but it hasn’t been a blind passion on his part. He has sought the advice of experts in various fields.
He was the first soccer player to use Michael Johnson performance Center as a part of his regimen. Cooper also sought the advice of Dr. Kenneth Cooper’s (no relation) Aerobic’s Center for diet and nutritional purposes and the study of body fat in relationship to peak athletic performance. His care in selecting each element of his overall regimen of fitness and performance means that adding PureSport was a carefully thought out decision.
“We are strong believers in this new cutting-edge product,” Cooper Sr. said. “Kenny recently started using this product and we have seen a noticeable difference in his endurance and recovery time.”
Cooper and his father, Kenny Cooper Sr. have been in negotiation several months with the Austin-based Human Performance Labs, Kenny Cooper is known for his fitness and endurance. He has just completed an agreement makers of the drinks, which focus on delivering vital ingredients with PureSport to endorse the sports drink product. before, during and after sports events. Photo by Michael Stephens
Cooper said they would never endorse a product they had not researched and used themselves. The drink, or PureSport™ Workout and Recovery nutritional performance sports drinks with protein were developed by Dr. John Ivy, Chairman of Kinesiology and Health Education, Teresa Lozano Long Endowed Chair at The University of Texas at Austin.
Dr. John Ivy was trained and has experience in human performance research and testing. His research focuses on the acute and chronic effects of exercise on muscle metabolism, with special emphasis on carbohydrate regulation.
Cooper is the first soccer player to endorse the product and brings the same kind of All-American, clean-cut persona that super swimmer Phelps has. But the Baltimore-born swimmer is bringing eight gold medals back home from the Olympics in China and has been the face of the Olympics for the U. S.A. Whatever PureSport has compensated Phelps for his endorsement, it is much less than if they were to pursues that signature now. Liukin has the all-around gold medal in gymnastics in this Olympics competition and a silver in the Uneven Bars.
Liukin, Dallas area gymnast, is another one of those fresh-faced competitors that come across as wholesome as much as they are fierce competitors.
This product is quickly gaining world-wide exposure and Human Performance Labs is planning to open a distribution branch in Scandinavia. That would facilitate the promotion of Cooper in the world’s football game if he were to play in Europe, or in Norway since Norwegian club Rosenborg is still in hot pursuit of his talents. But the USA-based product is more than ready to promote Cooper in his spot among MLS scoring leaders. The PureSport drinks are manufactured in Dallas, Texas at Custom Nutrition Labs.
Partner Sites: Other athletes endorsing the products are Olympic swimmers Brendan Hansen, Aaron Peirsol, Ian Crocker and coach Bobby Bowman, plus NASCAR drivers David Stremme and Regan Smith.
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WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz
The AP article featuring PureSport titled, "Can Can Phelps make it big outside of the pool? Phelps Make it Big Outside of the Pool?" has been EMILY FREDRIX ASSOCIATED PRESS picked up by at least 110 outlets and has reached more than 646 million readers! MILWAUKEE (AP) - Visa Inc. popped out ads almost as quickly as he swam his laps. Pizza Hut is giving Michael Phelps and his teammates free pizza and pasta Additionally, a spin o of the AP article also for a year for him beating Mark Spitz's record of seven gold medals in one crossed the wire outlining Phelps' sponsors which Olympics. includes PureSport, and was featured on at least 98 outlets. This piece has reached more than 482 The makers of a new sports drink are embarking on their rst national advertis- million readers so far, for a combined audience ing campaign, banking on his most recent swimming glories. reach of 1.1 billion!
Phelps _ the biggest Olympic athlete in years, if not ever _ is everywhere this The rst AP story was featured on the following summer. And companies want to share in his fame. They're taking out ads, sites: Business Week, Newsweek, USA Today, AOL, pitching endorsements and giveaways. Yahoo, MSN, ESPN, Forbes, Fox Sports and many others. The second AP story has run so far on the The 23-year-old from Baltimore has proven himself in the pool, but will he sink sites of the NY Times, NY Post, Washington Post, or swim as a long-term pitchman on Madison Avenue? Seattle Times, Denver Post, Fox News etc.
"He is in the top tier of athletics and now he's going to get his tryout as a personality," said John Sweeney, director of sports commu- nication at the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication. "And Tiger Woods sure passed, but Mark Spitz didn't. And there are plenty of people who they try to develop the whole persona around and two years later it's gone."
Phelps has won 14 gold medals, the most of any Olympian ever. Eight of those were at the Beijing Olympics, which end Sunday. His achievements at this Olympics broke American swimmer Spitz's record of seven golds at the 1972 Olympics in Munich for most won in at one time.
Phelps already has top endorsements _ from companies like Visa, Speedo, Omega, Hilton, and AT&T. And he's certainly got a big fan base _ or Phans as they call themselves. On the online networking site Facebook, more than 795,000 people have o cially declared themselves fans of Phelps. That's a boost of more than 120,000 just on Monday.
That's a lot of people _ with a lot of buying power.
His agents at Octagon know it. Peter Carlisle, who leads the Olympic and action sports division there, told The Wall Street Journal in a story Monday he expects Phelps' current earnings of between $3 million and $5 million a year should at least double, or more, because of his performance in Beijing.
"What is the value of eight golds in Beijing before a prime-time audience in the U.S?" Carlisle told the paper. "I'd say $100 million over the course of his lifetime." A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz Can Phelps make it big outside of the pool? (p.2) EMILY FREDRIX ASSOCIATED PRESS
Visa, which has had a long-standing relationship with Phelps, was quick to put out new ads celebrating his big feats _ when he won his tenth career gold medal, which made him the winningest Olympian ever, and later, when he won his eighth gold at Beijing.
Phelps already has been one of the focal points of Visa's 'Go World' campaign, which uses rich sepia tones and slow, focused shots to tell stories of athletes and the Olympics.
As soon as he hit the two milestones, Visa aired the new ads at the very next commercial break. The company also took out print ads over the weekend and on Monday.
In the television spots, actor Morgan Freeman narrates as pictures of Phelps swimming stream past:
"One gold medal is amazing. Two is ... well ... incredible. Three? Practically unbelievable. But eight? Eight gold medals? That's ... that's well ... well, we're going to need some new adjectives for whatever that is. Congratulations, Michael," said one ad.
Kevin Burke, head of Visa's global consumer marketing, says the company is proud to have Phelps a liated with the brand and wanted to recognize his achievements. Visa declined to say what it was paying Phelps, and it's not clear yet where the pairing will go.
"We continue to evaluate post-Beijing activities that will allow us to reinforce our relationship with Michael," Burke said.
New companies are coming after Phelps, too. Carlisle told the Journal he's getting up to 50 pitches a day.
The beverage PureSport is about to launch its rst national advertising campaign with Phelps as a spokesman. Phelps, who is sponsored by the sports performance brand, also drinks it, along with his teammates, said its maker, Human Performance Labs. Chief Executive Michael Humphrey said the company, not even a year old, plans a big campaign with Phelps and gymnast Nastia Liukin, who also uses PureSport.
"It's huge. It's the opportunity that no startup generally gets," Humphrey said from Beijing. "With opportunity obviously there's a lot of responsibility for us to take advantage of it properly and do it in a way that not only bene ts the company but also bene ts Michael."
He said the company has a "substantial" multi-year deal with Phelps but declined to give speci cs. A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz Can Phelps make it big outside of the pool? (p.3) EMILY FREDRIX ASSOCIATED PRESS
Pizza Hut, part of Yum Brands Inc., is giving Phelps and his teammates on the men's and women's U.S. swim team free pizza and pasta for a year. The company didn't say if it would do any advertisements with the team but said it would be willing to join in public appearances.
Another one of his sponsors, Kellogg Co., is also looking to bank on the wins.
"We are currently evaluating opportunities to build upon this excitement; however, a nal determination about our future plans has not yet been made," the company said in a statement.
Though all these companies are clamoring over Phelps, it's still not clear how persuasive a pitchman he'll be. Other than in the pool, Americans haven't seen too much of him _ but that's changing.
Phelps made TV appearances after winning his medals. He'll no doubt make the talk show circuit when he gets back to the states, appear at events and do speaking engagements, said Joe Terrian, assistant dean at the College of Business at Marquette University in Milwaukee.
He will stay in the limelight at least for a year or two, Terrian said.
But the uniqueness of his feat will only carry him so far, Sweeney said. The American people will need more than his achievements if he's going to prove a staying force in advertising. That would include having a personality that draws people in and qualities that make people care, he said.
Mark Spitz didn't have it, he said. Spitz earned a living o his wins, but didn't quite make it on Madison Avenue, Sweeney said.
But Mary Lou Retton? She has it. The gymnast turned a one-time gold medal in the 1984 Olympics into a career of speaking engage- ments, television appearances and commentaries that's still going to this day, Sweeney said.
Phelps has earned this shot at what Sweeney calls a very elite tryout. And now we'll sit back and watch.
"We'll see in the interviews," Sweeney said. "Is he funny? Is he warm? Is he interesting? Does he say things that make you want to listen more or is he the great athlete who is pleased to be here and he's done? It's going to be interesting." A NEW CLASS OF SPORTS DRINK WITH PROTEIN
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Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
PureSport Buzz
Olympic athletes use, promote UT prof's sports drink Developer calls use 'wonderful'; Phelps among endorsers
UT swimmers past and present are making their marks in the pool at the 2008 Olympics in Beijing, but one UT professor ensured that the University's presence was felt in the drink cooler as well. Members of the U.S. Olympic swim team, including Michael Phelps and former UT student athletes Brendan Hansen, Ian Crocker and Aaron Peirsol, are drinking and endorsing PureSport, a sports drink developed by John Ivy, chairman of kinesiology and health education at UT. "I think it's wonderful," Ivy said. "The top athletes in the world have seen the bene ts. That's the thing that pleases me the most - that people are able to bene t from this, get more out of their workouts and feel better afterwards." Austin's Human Performance Labs manufactures and markets PureSport. CEO Michael Humphrey is currently in Beijing promot- ing the drink, which the company provided to the swim team during training in Singapore. Humphrey said U.S. gymnast Nastia Liukin also drinks PureSport. "Anyone who exercises can use our product, from the guy working outside in 100-degree temperatures to weekend warriors to elite athletes," Humphrey said. Although many endorsements have come from swimmers, Humphrey said PureSport has been widely used by athletes, from NASCAR drivers to pro bass shermen. It is currently sold in RunTex stores in Austin and should be available at the University Co-op within a few weeks, Humphrey said. "We want to grow our business and maintain our identity as an Austin start-up," Humphrey said. "It truly helps our identity, as many people around the world really view Austin as a major lifestyle city." PureSport is currently undergoing independent tests at UT and Texas Christian University with promising results, Humphrey said. Ivy said he began developing PureSport two years ago, partially at the urging of Longhorn Aquatics swimming coach Randy Reese, who wanted to see a sports drink for children. "I thought it would be a good idea to develop sports and recovery drinks for young athletes - something that worked, some- thing that was all-natural, that tasted good and that was compliant with the standards set by the NCAA and other organizations," Ivy said. "Something not on the fringe of being illegal. Something backed by real science." Ivy developed the drink with help from UT and U.S. Olympic swim team head coach Eddie Reese. PureSport comes in two formulas, Workout and Recovery. The former is designed for use before and during exercise to maintain energy and minimize muscle damage, while the latter, developed with serious athletes in mind, promotes quick recovery and repair to muscle tissue after training sessions. University athletes drink PureSport on a regular basis, he said. "Some of them have even told me that they did better in class because of it," Ivy said. "I love to hear that." A NEW CLASS OF SPORTS DRINK WITH PROTEIN
WORKOUT RECOVERY
Great-tasting premium performance drinks featuring whey protein isolate, antioxidants, electrolytes and natural sugars
PureSport Workout and PureSport Recovery are available in four great avors: Lemon Lime Grape Fruit Punch Banana Berry
Why PureSport TM ?
Because most other sports drinks are just sugar water and most other protein drinks are “hard to drink when you’re really thirsty” milk derivatives.
Plain sugar water is only a short term solution to your energy needs. It’s not good for your body and causes sugar rushes and crashes. And, thick, chalky protein drinks are hard to consume “I signed on with HPL PureSport because when you need them most. their drinks taste great and they work! PureSport helps me with my workouts and PureSport is a new class of sports drink. It was developed with performance and allows me to recover the greatest Olympic athlete of all-time, Michael Phelps, who faster and without soreness.” relied upon it during his strenuous training in the months leading up to the 2008 Beijing Olympics and for every one of Bene ts of PureSport: his 17 races (prelims and finals) over 9 days during his perfect Great-tasting water-based and unprecedented run of 8 GOLD medals and 7 world records. sports drinks available in four light, One key difference is the addition of protein into a satisfying flavors great-tasting powder formula that is mixed with water. By Highest available form of WHEY providing a performance tested 2.67:1 Carb to Whey Protein Protein ISOLATE in an optimal ratio, PureSport gives your body the complex fuel it needs to carbohydrate-to-protein ratio (2.67:1) repair muscle tissue, increase endurance and recover quicker, reduced muscle soreness all with the necessary hydration elements to keep athletes enhanced muscle repair going strong. faster muscle recovery time increased endurance PureSport features a Workout and Recovery system. PureSport a second, longer-lasting energy Workout (16g carb (10g sugars) : 6g Protein) is formulated to component beyond deliver maximum nutritional performance before and during carbohydrates alone strenuous athletic activity. PureSport Recovery (46g carb (30g sugars) : 18g Protein), taken within 15 minutes after exercising, Proportionately less simple sugars is designed to help the body bounce back more efficiently. than typical sports drinks
Added electrolytes and magnesium PureSport was developed for elite athletes but is extremely reduce muscle cramping beneficial for everyone from club and amateur athletes to weekend warriors. By training with PureSport, athletes can Added Vitamin C antioxidents train harder, get stronger, go farther, last longer and perform to promote a stonger immune system their maximum potential.
Human Performance Labs (HPL), 5900-2 Shepherd Individual orders taken online at Bulk discounts available by calling Mountain Cove, Suite 205, Austin, TX 78730 www.PureSport.us Toll Free: 877.917.PURE (7873)
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E-MAIL | PRINT | SAVE | LICENSE PureSport Performance Drinks to Launch Nationwide on July 1
Posted: 6/23/2008 4:29:00 PM | 0 Comments | Post
Workout and Recovery Drinks Developed by UT's Dr. John Ivy in Consultation with Eddie Reese, UT Men's Swim Coach and 2008 Men's US Olympic Team Swim Coach
US Olympic Team Trials for Swimming, Omaha, Nebraska (June 24, 2008) - When Michael Humphrey, CEO of Austin-based Human Performance Labs, takes his seat on Sunday at the Olympic Trials for Swimming to cheer on former University of Texas at Austin swimmers Brendan Hansen, Ian Crocker and Aaron Peirsol, as well as all-star American swimmer, Michael Phelps, he'll have more at stake than Texan or American pride.
As these four former Olympians seek to qualify for the 2008 Olympic Games in Beijing, and break a few world records while they're at it, Humphrey will be preparing Beijing 2008 for the July 1 launch of his company's product, PureSport, a new, patent-pending class of performance drinks that have been a key part of the Olympic training programs for Hansen, Crocker, Peirsol and Phelps.
"We'll see over eight days, along with the rest of the world, how our products fared in the lab," says Humphrey. "I guess you could say this is the most public consumer product test ever conducted by world-class athletes in the history of sports."
"This is the best performance drink I've ever found," says Phelps, who incorporated PureSport into his training program at the University of Michigan under coach, Bob Classi ed Ads Bowman. "I've noticed a huge difference in my productivity and energy level since I Private Label Energy started drinking PureSport. I wouldn't train without it." Phelps won six gold medals Drinks / Custom Lab... and two silver medals at the 2004 Olympic Games in Athens. owater seeks sales reps Sports performance drinks are a competitive and lucrative category with Americans for LA, SF & Sea... drinking more than a billion cases of sports drinks a year, according to Beverage Market Activation Digest. But PureSport may be moving off the starting blocks with an edge. Manager - NH, Boston, ...
PureSport was developed last year by Dr. John Ivy, chair of the Department of Beverage Formulation Kinesiology and Health Education at the University of Texas at Austin, in consultation Green & Organic Ex... with Eddie Reese, head coach for both UT Austin's men's swim team and the men's Vital Lifestyle Water is 2008 US Olympic swim team. Ivy developed PureSport with three factors in mind: the hiring Business... carbohydrate-to-protein ratio, the timing associated with drinking performance drinks and compliance with the world's major governing bodies in sports. + Post an Ad
"The key factor in a sports performance drink is the carbohydrate/protein/electrolyte blend," says Ivy, a world-renowned expert on the role of nutrition in exercise Headlines performance. "Carbohydrates provide instant energy and proteins provide sustaining Wrap up: InnoBev US energy. That balance is critical and PureSport contains the optimal blend of Beverage Entrepeneur carbohydrate and protein for better performance and faster recovery." Forum In addition to whey protein isolate, which is rich in essential amino acids and provides 2008 Summer Fancy quick muscle recovery, PureSport includes Maltodextrin, a complex carbohydrate for Food show planner long-lasting, sustained energy; sodium to replenish losses due to perspiration; magnesium to aid in the protein synthesis that helps prevent muscle breakdown; and AMA: HFCS no worse potassium to help keep body fluids in balance. than other caloric sweeteners PureSport comes in a powder form and the drinks are made by adding water, not BevNET 2008 IFT Expo milk, a benefit for those who are lactose intolerant. PureSport drinks do not have preview caffeine.
According to Ivy, another critical factor with respect to performance drinks is when you drink them and that's why he Industry News created two complementary performance drinks. PureSport Workout is used prior to and during exercise to improve PureSport Performance endurance and reduce muscle tissue damage while PureSport Recovery is used within 30 minutes of completing a workout Drinks to launch July 1 to speed the storage of muscle and liver glycogen and promote muscle tissue repair. 418 Energy targets golf "When you exercise," says Ivy, "the muscles become very sensitive to certain hormones and nutrients, and you can crowd with energy shot initiate many highly desirable training adaptations if you make sure the correct nutrients are present. This increased sensitivity of the muscles only lasts for a limited length of time, so the element of time becomes absolutely crucial. If you DPSG to build a facility miss this window of opportunity, there's no way you can stimulate the muscle adaptations to that extent until after the in Southern California next bout of exercise." Bill Sipper, Jeffrey Bunting to lead OGO Reese incorporated an early version of PureSport into the training sessions of everyone from his swimmers to friend USA LLC Roy Spence, of Austin advertising agency, GSD&M, who took the drinks on his much-publicized walk across America. + Submit News "In every case, their endurance was better, their recoveries were quicker, they had less post-workout soreness and three of my swimmers broke world records this year," said Reese. "I've been at this a long time; the drinks were definitely a factor." Image Submissions
Humphrey, a seasoned Texas businessman, came on board in late 2007. "The science was there, the results were there and the product was there and tasted great," says Humphrey. "The only thing left to do was to make it more widely available. Our goal is to make PureSport accessible to everyone who wants to enhance how their body deals with strenuous activity, whether that activity is competing in a triathlon, running on a treadmill, cleaning out the garage or chasing after your kids." BAWLS Gu... Throwdow... Available in grape, fruit punch, lemon lime and banana berry, PureSport Workout and Recovery formulations will be 6/19/08 6/18/08 available beginning July 1 at CATZ Sports stores in Arizona, California, Colorado, Massachusetts, New York and Texas, at RunTex stores in Austin and Georgetown, Texas, and online at www.puresport.us A case of 20 oz. bottles (24 servings) and a 3-lb. tub (54 servings) of the PureSport Workout formula will retail for a suggested $55 and $43, respectively. A case of 16 oz. bottles (24 servings) and a 3-lb. tub (19 servings) of the PureSport Recovery formula will retail for a suggested $60 Sun Tzu ... Potencia... and $33, respectively. 6/18/08 6/17/08
Brandon Marsh, Triathlete, PureSport Customer Winner Jack & Adams 2008 Triathlon Beijing 2008
A NEW CLASS OF SPORTS DRINK WITH PROTEIN London 2012
A NEW CLASS OF SPORTS DRINK WITH PROTEIN