• by Doug Parks , Yesterday

Since their vibrant emergence in the early 2000s, energy drinks have long promised to fuel everyone from skateboarders to Formula 1 drivers to office workers. Now the positioning of these drinks alongside sports and competition was, and still is, an interesting relationship to examine. You’ve almost certainly never seen an NBA player downing a Monster or Rockstar in the middle of the NBA Finals, but energy drinks have accumulated large rosters of athlete partners that bridge motorsports, surfers, football clubs, baseball players, and more.

They live adjacent to sports and their athletes, tapping into the culture and authority, but ultimately they live outside of sports as a functional drink for rehydration, performance, and recovery.

And so it’s actually the intentional intersection of energy and sports performance that makes C4 Energy compelling.

C4 isn’t your typical energy drink. It’s built directly for athletes, from the everyday grinders to the pros under the stadium lights. It promises to bridge the gap with clinically studied ingredients that boost energy and enhance strength and endurance. And the results are impressive—the beverage launched in 2018 and has grown to become the 5^th largest energy drink in the U.S. by sales.

But when you’re a rocket ship of growth like C4 Energy, moving at the speed of the business is no easy layup. From in-housing media and content production to launching their first real LTO and Official Energy Drink of Summer™, winning in the competitive beverage market takes a team that’s willing to move fast and take risks.

You can listen to the entire podcast at this link.