• by Tanya Gazdik , Yesterday

NFL legend Tom Brady is partnering with instant-delivery platform Gopuff to launch Good Nut, an organic coconut water drink line.

“Brady and Gopuff clearly know that Good Nut is an interesting, if not downright provocative, product name,” according to Men’s Journal, which highlights some of the Internet’s reactions to the name. 

In the launch commercial, Brady spends 30 seconds describing the product while expertly avoiding saying its name out loud.

“The result feels less like an ad for coconut water and more like a late-night comedy sketch," according to the New York Post. "The quarterback who once treated avocado ice cream like a sacred text now appears perfectly comfortable being the punchline.”

Brady is even being trolled by a former teammate over the introductory spot, according to Bleacher Report. Julian Edelman reposted Brady’s post with a simple addendum: “….…pause.”

Gopuff executives said the idea originated after Brady discussed his longtime preference for chocolate coconut water, prompting conversations about creating a new product rather than simply promoting an existing one, according to USA Today.

The new organic coconut water brand marks the latest expansion of Brady and Gopuff’s business relationship following previous collaborations like GOAT Gummies.

“One of the most rewarding parts of this chapter of my life has been building brands from the ground up,” Brady told Fox Business.

The global market for coconut water is expected to reach $11 billion by 2030.

“Whether consumers are buying it for the hydration benefits or simply because they want to tell their friends they just ordered 12 bottles of Good Nut is another question entirely,” according to the New York Post. “Either way, Brady has once again accomplished something he’s been doing for years: getting people to pay attention.”