C4 Energy is aiming for a slam dunk with a NIL initiative, C4 Bracket Breakers, signing one player from each men’s and women’s basketball team to compete in upcoming collegiate events. Johni Broome, Mark Sears, Madison Booker, and Lauren Betts are among the athletes featured on the 128-player roster.

The latest move from the energy drink brand follows its national ad campaign, “Made for Athletes. Certified for Sport,” highlighting the NSF certification of its C4 beverages.

“The energy, passion and culture of college basketball aligns perfectly with our brand,” CMO Robert Zajac said. “By assembling the C4 Bracket Breakers squad, we’re not just celebrating the athletes—we’re supporting their journeys, their victories and the unforgettable moments that define the competition with a safe product that they use and trust.”

The athletes will be featured in several formats, including athlete-driven storytelling and exclusive locker room content.

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C4 Energy owner Nutrabolt has launched a new national brand campaign celebrating athleticism and featuring football stars Bijan Robinson, CJ Stroud and Cam Ward.

The message? Drink at your own risk…of excellence.

The campaign also highlights C4 Energy’s NSF Certified for Sport certification — a mark trusted by leading sports organizations.

“The C4 team was clear from the outset — C4 is the athlete’s energy drink — and they wanted a campaign that paid homage to that,” independent creative agency Flower Shop co-founder and CCO Al Merry said. “The fact that C4 is NSF certified as ‘safe for sport’ provided us with a unique way in: the drink is rigorously tested and optimized for peak performance, without breaking any rules. This speaks to the nature of elite sport and the athlete mindset, and the goal in the campaign was to channel this focus at every touch point. We wanted the creative to feel like it had been made on the run, drinking a can of C4. Hopefully we were able to achieve that.”

Nutrabolt chief marketing officer Robert Zajac noted that the C4 brand has long been synonymous with performance, but that the new campaign reinforces the brand as an authority in sports and fitness.

“This campaign marks the latest chapter in educating consumers on our dedication to athletic performance and ingredient safety, while also underscoring our commitment to sports,” he said. “Our formulas and NSF certification set us apart, earning the trust of athletes, consumers and organizations through rigorous testing that make C4 a great choice both on and off the field.”

The energy drink market is buzzing, especially among Gen Z, and is projected to reach $104 billion by 2030, according to a market research report from Mordor Intelligence.

Energy drink brand Celsius recently made a $1.65 billion play for competitor Alani Nu, which has won over female consumers. Celsius also appointed PepsiCo veteran Eric Hanson to a newly created role of chief operating officer as the brand expands into the hydration space with caffeine-free powder sticks. This summer, Anheuser-Busch, which has teamed with 1st Phorm and UFC CEO Dana White, is set to debut its own energy product.

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Kenetik, makers of the first bioidentical ketone drinks, has been added to over 150 Life Time LifeCafes and has become a new presenting sponsor of the Leadville Trail 100 MTB, an off-road cycling event, as well as a sponsor of the Life Time Grand Prix presented by Mazda.

The luxury athletic country club now offers three flavors of Kenetik’s plant-based ketone drinks in ready-to-drink cans.

“Our mission is to fuel mental clarity, physical resilience and long-term well-being among both men and women and at all levels,” Kenetik’s co-founder and CEO, Devon Price, said. “This alliance with Life Time fits perfectly to positively impact health-conscious consumers in their quest to live healthy and happy lives.”

A Toast to Health

Devon co-founded Kenetik alongside his brother, Peter, as a clean energy drink brand that supports health without caffeine or sugar.  The drinks each contain 12 grams of bioidentical ketones and come in flavors such as Blackberry Lemonade, Strawberry Peach, and Pineapple Passion Fruit. In addition to its cans, a ready-to-mix concentrate is also available as a travel-friendly option, ideal for endurance athletes.

The performance beverage space has seen considerable activity this year, from mushroom-infused energy drinks to salt-infused drinks.

This week, C4 owner Nutrabolt and actor-investor Kevin Hart are in Las Vegas at the National Association of Convenience Stores show to unveil three new flavors from the C4 Ultimate Energy Line, packaged in a 16-ounce can that transitions from silver to blue, indicating that the drink is cold. Non-alcoholic brands are also charting a similar course as consumers reach for better-for-you drink options. Athletic Brewing secured $50 million in a round led by General Atlantic and purchased a third brewing facility to ramp up production.

Life Time Continues to Soar

Life Time is among one of the high-end fitness operators that are experiencing a highly engaged and loyal base, according to a recent report from Placer.ai, which noted the club brand is “flourishing,” despite some consumers tightening their purse strings. 

The premium lifestyle operator has filed a patent to create an improved ball for pickleball and raised its revenue guidance to between $2.56 and $2.59 billion following strong second-quarter performance.

“(Life Time) — it’s everything to our members,” Life Time CEO Bahram Akradi told investors over the summer on an earnings call. “It’s their social place, it’s their beach club, it’s their programs, it’s their network. Yes, they get a workout, and we are constantly working on how to improve those things from a member’s point of view.”

Life Time is set to report its third quarter financial results on October 24.

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C4 owner Nutrabolt is set to showcase its latest product innovations and host investor and comedian Kevin Hart at the upcoming National Association of Convenience Stores (NACS) show in Las Vegas.

The event will be held from October 8 to 10, featuring the energy drink brand’s new Frost collection. The new zero-sugar and synthetic dye-free drinks are offered in three flavors (Frost Bitten Citrus, Tropical Tundra Frost, and Cherry Bomb Frost) and come in a 16-ounce can that transitions from silver to blue to indicate that the drink is cold.

“The NACS Expo is always an exciting event for our team, but this year is particularly special as we unveil three delicious new flavors from C4 Ultimate Energy alongside groundbreaking, first-of-its-kind technology in the energy drink sector,” said Kyle Thomas, chief commercial officer.

C4 will also exhibit its C4 Performance Energy x Jolly Rancher energy drinks, available in Green Apple, Watermelon, and Blue Raspberry Jolly Rancher flavors.

As for the Frost launch, Thomas said the move confirms C4’s position as a trailblazer in terms of innovative flavors, collaborations, and product packaging.

“Our consumers are seeking healthier, performance-oriented beverages for active lifestyles, and we’re thrilled to present our latest innovations to our retail partners. We are confident, with this level of enthusiasm and excitement surrounding our portfolio, C4 Energy will be driving consumer traffic in-store all year!” 

Hart can be found at the C4 booth on October 8 at 2 PM, joining C4 partner and Just-Train founder Ron Boss Everline for an informative conversation.

“I discovered C4 in 2018 through my good friend and workout inspiration, Boss, and my 5 AM workouts have never been the same, thanks to my gogo juice, aka, C4 Performance Energy,” Hart said. The entrepreneur and actor invested in Nutrabolt in 2021. “With my packed schedule managing family, business, and my health, it’s crucial I make the most of every hour. That’s why I rely on C4 Energy. Additionally, as an investor, it’s been extremely fulfilling to support the brand and witness its rapid growth.”

Among Hart’s many investments, the comedian has invested in longevity startup Function Health, Therabody, and more recently Alice, a line of mushroom chocolates for focus and deep sleep. 

The global energy drinks market size is expected to increase at a compound annual growth rate of 7.9% from 2024 to 2030, according to Grand View Research, especially as drinks with caffeine, vitamins, and amino acids become increasingly popular with athletes and fitness enthusiasts. 

Earlier this year, Nutrabolt acquired a 20% stake in Bloom Nutrition, a supplement brand founded by fitness and wellness influencer Mari Llewellyn.

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A refreshing addition is on the way for consumers seeking more balanced alternatives to coffee and traditional energy drinks. Hailing from rival soft drink brands PepsiCo and Coca-Cola, Tekla Back and Karishma Thawani have not only stopped competing against each other but joined forces to launch KEY, an all-natural energy drink harnessing the power of ketones. 

As it launches the brand, KEY announced the closing of a $4M seed round led by AgFunder, a foodtech and agtech investment fund. The brand also received financial support from Alethia and AgFunder SIJ Impact Fund. The KEY team plans to use this new capital to support strategic retail distribution, inventory and marketing efforts. 

“As a former PepsiCo exec, I swore I’d never launch a beverage, as I know how tough it is to start and scale a brand,” Back said. “However, when I discovered the benefits of ketones, I became determined to make them accessible for all.” 

Rather than rely on sugar or caffeine like most energy drinks, KEY uses ketones to offer consumers a clean, energized and less jittery feeling. The beverage is designed to help break down the “short energy, hard crash” connotation energy drinks carry. 

“The first time I tried ketones, I was blown away by the long-lasting energy, the euphoric feeling and the mental focus I felt,” Thawani said. “I cannot wait for everyone to experience KEY to tap into their full potential.”

The ketones in each beverage, all of which are naturally made using fermentation, also improve a drinker’s cognitive benefits, appetite suppression, metabolic health and enhanced recovery, according to KEY.

In addition to selling direct-to-consumer and on Amazon, KEY will roll out its first line of beverages at “select, curated retailers” including Southern California staple Erewhon and in high-traffic stores across Manhattan, Brooklyn and The Hamptons.

Manuel Gonzalez, general partner at AgFunder, says KEY fills a need in the market for cleaner alternatives to traditional energy drinks.

“I was an investment banker for many years. We survived day in and day out with caffeine and energy drinks, boxes, and boxes of them. Every time, I thought, well, this is not good for me, but let’s have it,” Gonzalez said. “When I saw KEY, I thought, this is not possible, all-natural, no sugar, no caffeine, how can this be? Well, it so happens that ketones activate our own body’s ability to make energy. Ketones and green tea are my new mantra.”

Back and Thawani haven’t been the only ones to recognize the need for more healthy alternatives in the energy drink industry.

Earlier this year, Odyssey raised $6 million to support its Lions Mane and Cordyceps mushroom-infused drink. Yerba mate drink product Mateina just expanded into the United States with funding from Tiny Fund I, LP. and support from wellness influencer Dr. Andrew Huberman. 

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More monetary support is on the way for the energy drink industry. Odyssey, a mushroom-infused functional beverage brand founded in 2021, is the latest recipient after announcing the completion of a $6 million funding round.

Richard Laver from Rocket Beverage Group joined the investor group alongside existing stakeholders, who contributed 50% of the capital.

“Odyssey is taking an all-new approach to energy beverages,” said Scott Frohman, founder and CEO of Odyssey. “Unlike other brands on the market, we’ve formulated Odyssey to support cognitive energy and prioritize aspects like focus, clarity and mood through a proprietary functional mushroom-based formula.”

According to Odyssey, the brand makes the first-ever ready-to-drink energy beverage infused with a high-potency extract of Lion’s Mane and Cordyceps mushrooms. Those ingredients plus L-Theanine, ginseng and green tea caffeine, allow the drink to reduce the jitters that often come with other energy drinks, while still providing a consistent and lengthy energy boost without a crash at the end.

“We’re excited to bring the fresh take on energy drinks that younger Gen-Z and millennial audiences are keeping with a preservative and artificial sweetener-free product,” Frohman added.

Odyssey will use the investment to expand in sales, marketing and inventory. There are plans to recruit new team members in areas where the company has already seen growth or in markets deemed to have untapped potential. Odyssey also aims to expand its brand visibility via events such as festivals or ambassador programs.

The trail-blazing beverage company already offers three different product lines with varying caffeine levels. Revive is a completely caffeine-free drink, while Original has 85mg of natural green tea and 222 contains 222 mg. All are free from added sugar, preservatives, artificial flavors or sweeteners — adhering to vegan, non-GMO and kosher standards. Retailers carrying Odyssey products include CVS, GNC, 7-Eleven, Thrive Market and Wegmans.

The Rise of Nootropics

The mushroom compounds found in Odyssey are part of the nootropics family, a category of supplements designed to improve cognitive functions. Thesis, a nootropics supplement company founded by Dan Freed, raised $13.5 million during a May 2023 funding round.

In other recent energy drink news, Mateina partnered with neuroscientist and wellness influencer Dr. Andrew Huberman and Tiny, a Canadian holding company, to make their yerba mate drink available in the United States. At-home revenue in the sports and energy drink industry reached $102.9 billion in 2024, and the market is expected to grow annually by 5.46% through 2028.

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Halo Hydration, an advanced hydration and performance drink company behind the world’s first hydrating latte, has entered the new year with a reformulated line of its premium hydration powders, supported by notable ambassadors such as renowned tennis coach Patrick Mouratoglou and celebrity fitness trainer Don Saladino.

Having expanded from its e-commerce presence into U.S.-based retail locations, Halo is currently found in Ingles, Cub Foods, United Supermarkets, Market Street, DeCA and AAFES, and is planning additional product launches.

“Halo Hydration is on a mission to inspire how the world hydrates,” said Anshuman Vohra, Hydration founder and CEO. “Our products are meticulously crafted to elevate how individuals feel, perform and recover. We’re excited to introduce these new offerings that provide advanced hydration in caffeinated and non-caffeinated variants.”

Saladino, a fitness expert and trainer who has worked with Ryan Reynolds, Hugh Jackman, Blake Lively, John Krasinski, Emily Blunt and others, spoke with Athletech News about the importance of hydration to overall wellness and Halo’s next-gen, electrolyte-packed hydration products. 

The Importance of Sodium for Sleep & Energy

“There’s a large population of Americans that are dehydrated,” Saladino, who is training Reynolds for “Deadpool 3,” said. “Hydration is one of the most important components of wellness that I focus on. When sitting and speaking with anyone before an exercise regimen, one of the first questions I ask is ‘What is your water consumption? How is your hydration?’ and then we take the conversation from there.”

Certified organic and low in sugar, Halo Hydration comes in convenient powder sticks for on-the-go hydration. Packed with as many electrolytes and minerals as eight 500 ml bottles of mineral water, it exceeds the electrolyte, vitamin and mineral content of other sports drinks. In addition to its caffeinated Hydrating Latte line, Halo offers non-caffeinated products with hydration powders in Pink Lemonade, Peach, and Mixed Berry flavors.

“Halo Hydration really is a magical product,” Saladino said. “I know the hydration drink (market) has been very saturated over the last decade, but this is something different. The quality is exceptional, but also, I think the benefits it brings into the human body are next level.”

Saladino touched on the importance of sodium in a healthy diet, underscoring its significance to well-being and fitness. 

“I think people were always under the assumption that salt was bad and actually, salt can be one of the most important nutrients for your body,” he explained. “Sodium is what allows our brain to function, our heart to pump and our muscles to contract. Halo Hydration has packaged a very high-quality sodium content, which is so important for our overall health and performance.”

Although health-conscious consumers may follow a low-salt diet, focusing on lean proteins, vegetables and slow-burning carbohydrates while drinking half their body weight in ounces of water, Saladino warns that they may inadvertently flush out essential nutrients, decreasing valuable sodium levels.

Saladino also reports a positive shift in clients who opt for Halo Hydration as a solution with its quality built-in salt.

“I’m finding that people who are starting to trust the process are getting a lot more benefit out of their energy levels,” he said. “Their performance is going through the roof, and their sleep quality is improving because now they’re not waking up three or four times to pee at night.” 

Mindful Caffeine Consumption

Coffee drinkers may be aware that their daily dose of caffeine is dehydrating, but still look forward to reaching for their morning cup of coffee. As Saladino advises, hydrating with salt first thing in the morning is essential, and with Halo’s Hydrating Lattes, consumers can now hydrate and caffeinate all at once.

“Most of the time when we travel, we get access to really poor forms of coffee for caffeine,” he said. “The coffee bean is one of the most heavily polluted crops out there. Now I can pack a few (Hydrating Lattes packets) in my bag and travel with it.”

As Saladino points out, the Hydrating Lattes packets aren’t too high in caffeine, so they shouldn’t cause unpleasant effects, such as jitters or an eventual crash.

“Two of these packets are going to be the equivalent of, say, one Starbucks coffee so you can go back for that second and not feel guilty for it,” he said. “It’s really a smarter way to consume caffeine; it’s a more thoughtful and controlled way to consume caffeine.”

Halo’s Hydrating Lattes comes in flavors such as Iced Caramel Latte, Iced Vanilla Latte and Iced Mocha Latte, with caffeine sourced from real coffee and a proprietary blend of electrolytes and non-dairy creamer. 

“They’re absolutely delicious,”  Saladino said of Halo Hydrating Lattes packets. “To have just that right amount of caffeine to where you’re alert and you’re able to utilize caffeine to its potential — we want to make sure it’s a supplement that we’re consuming to our advantage, and there is so much incredible research out there on caffeine and coffee consumption in relation to preventing heart disease or cardiovascular health.”

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Mateina is officially coming to the United States in what could be a major category expansion.

The yerba mate drink product, cultivated in partnership with a fourth-generation farming family in Misiones, Argentina, has been available in Canada since its founding in 2017. However, neuroscientist and wellness influencer Dr. Andrew Huberman and Tiny, a Canadian holding company, announced their intentions to expand south, obtaining a majority ownership stake in Mateina.

Tiny’s support for Mateina comes from its private partnership Tiny Fund I, LP.

“We envision a world where Yerba Mate is a highly accessible and health-forward beverage that is consumed by hundreds of millions of people in the U.S. and around the world, in the same way coffee and tea are today,” said Elodie Simard, co-founder of Mateina.”Partnering with Tiny and Dr. Huberman enables us to introduce Mateina U.S. and globally while also underscoring our commitment to sustainable, organic farming practices in Argentina.”

Dr. Huberman, a neuroscientist and professor at the Stanford School of Medicine, has built a massive following on social media, with over 5 million Instagram followers and 1 million followers on X, formerly Twitter. He received the Cogan Award in 2017 as well, given to scientists making the most significant discoveries in the study of vision.

Mateina’s U.S. launch includes a new sugar-free option, which Dr. Huberman co-developed.

“Yerba mate has been my preferred source of caffeine for more than three decades,” Dr. Huberman said. “Collaborating with Mateina to develop a non-smoked, sugar-free version of cold pressed yerba mate was a thrill and I’m so excited to be able to share this drink with the world. I see it as a truly peerless beverage in terms of its positive effects on mind and body.”

Mateina products are non-carbonated, lightly sweetened cold beverages and come in flavors such as original lemon, peach passion, and grapefruit guava. Along with the new sugar-free option, low-sugar beverages are available as well, culminating in a broad, yet precise and scientific approach to serving the energy drink community. 

This move comes as another chapter in what’s been a big year for the energy drink industry. PepsiCo’s Rockstar Energy just launched a functional mushroom-infused drink called “‘Rockstar Focus.” At-home revenue in the sports and energy drink market is at $102.9 Billion in 2024. The market is expected to grow annually by 5.46% through 2028.

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Caffeine is a naturally occurring psychostimulant that is most prevalent in tea leaves, coffee beans, mate and cacao beans. An estimated 80% of adults worldwide drink caffeine daily. Historians speculate that it dates back to the 9th century, making it one of the oldest-used stimulants. 

You may have heard caffeine described as a drug, and when deprived, users can experience headaches and extreme lethargy. It’s a stretch to describe caffeine as a powerful drug, but it is an effective stimulant that can be used to your advantage. 

When we drink coffee or tea daily, we associate the aroma and ritual surrounding the process with positive feelings. Caffeine increases dopamine levels in the brain, even increasing dopamine receptors. With more receptors, you’ll be more likely to experience positive moods at a lower stimuli level. This may be why users return to the ritual morning after morning. 

There are many advantages to using caffeine with appropriate dosing and timing. Negative side effects of caffeine are usually because it’s being used in excess or incorrectly.

Advantages

Caffeine creates drive and focus. It’s been shown to enhance performance physically and slow cognitive decline.

Increases Mental Performance

The major advantage of caffeine is an increase in focus, memory and ambition or drive. The way caffeine does this is by binding to adenosine receptors. Adenosine is the molecule responsible for lethargy. As the day progresses it will naturally accumulate.

Caffeine acts as an antagonist to adenosine, and because it binds to its receptors it blocks the ability for adenosine to make us tired. However, this doesn’t mean that adenosine disappears. If you continually drink coffee throughout the day that accumulated adenosine will make you crash once you stop sipping.

If you’re less tired, you’ll have better focus and mental performance. Since caffeine can cross the blood-brain barrier, it can exert its actions directly. Studies have shown that caffeine boosts memory, accuracy, decision-making and perhaps creativity. Compared to other stimulants commonly used for those with ADHD, caffeine showed a greater likelihood of sustaining attention. Even relatively low doses of caffeine, about 65mg, can upgrade your working memory.

Improves Physical Performance

Athletes frequently ingest caffeine before major events. It’s not just athletes that use caffeine to boost performance. Using it before a regular exercise routine can help you push past your limits more than you otherwise would have. 

Endurance exercisers who use caffeine can have an increase in performance by 2-4% after taking 3-6mg of caffeine per kg of body weight. This may be because caffeine promotes adrenaline which in turn frees up fatty acids for energy. In doing so this would conserve glycogen, a quick energy source. This would theoretically help you exercise longer as you’ll have more energy available.

Muscular strength and endurance are not always improved with caffeine usage. Studies are conflicting and results are not uniform across the board. Individual susceptibility to caffeine varies due to genetics. The amount of physical performance increase depends on your susceptibility. Caffeine is metabolized in the liver by enzymes. You can have gene variances that can make you metabolize caffeine faster or slower. This all plays a role in performance and susceptibility to the negative effects of caffeine.

Typically, about 200mg of caffeine before exercise will probably improve your workout even if it doesn’t improve your strength or muscle fatigue. This is because it still blocks adenosine and increases drive, which in the long run might help you get those extra reps.

Slows Cognitive Decline

Caffeine has been correlated with lower rates of dementia and Alzheimer’s. 1-2 cups of coffee daily can reduce your risk of these diseases and other cognitive issues. Researchers found that the major reason for this is because it clears amyloid-beta peptide from the brain. Buildup of amyloid-beta peptide is a major cause of cognitive decline. 

How Much Caffeine Is Too Much?

More than 400mg per day can cause negative outcomes. This can include increased anxiety, heart palpitations and an elevated heart rate. This number varies based on individual tolerance, especially when it comes to anxiety. 

1-3mg of caffeine per kg of body weight is recommended to get the advantages without having negative side effects. Caffeine is most effective if you drink it 90-120 minutes after you wake up. This helps alleviate any feelings of crashing in the afternoon. You should not drink caffeine 8-12 hours before bedtime so that your sleep is not interrupted. 

The amount of caffeine in a brewed cup of coffee depends on how strong you make it. There is usually 95mg in 1 cup (8 fluid ounces) of drip coffee. A shot of espresso will have 65mg and a cup of black tea contains 47mg. Yerba mate will have 80mg of caffeine and is often used as an alternative to coffee since it’s close to the amount you get from drip coffee.

Final Thoughts

Caffeine can certainly be abused, increasing anxiety, heart rate and palpitations. However, using caffeine in a methodical way improves mental performance, physical endurance and slows cognitive decline. 

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