BODYARMOR is gearing up for the 2026 March Madness tournament with a star-studded marketing campaign. The sports drink brand has announced partnerships with two prominent athletes: New York Knicks’ Jalen Brunson and LSU’s Flau’jae Johnson. This move reinforces BODYARMOR’s position as the official NCAA sports drink and aims to boost brand visibility during one of the most-watched sporting events of the year.
The campaign, dubbed ‘Choose Better,’ will likely feature Brunson and Johnson in various promotional activities. These could include television commercials, social media content, and in-store promotions, all designed to connect BODYARMOR with the excitement and energy of college basketball. The timing is strategic, as the March Madness tournament garners massive viewership, providing a prime opportunity to reach a broad audience.
This partnership is a win-win for all parties involved. BODYARMOR gains access to the significant fan bases of both athletes and the massive audience that tunes into March Madness. Brunson and Johnson benefit from the brand’s reach and marketing power. The NCAA also profits from the increased association with a well-known brand.
By leveraging the popularity of Jalen Brunson and Flau’jae Johnson, BODYARMOR is aiming to solidify its presence in the sports drink market. The ‘Choose Better’ campaign is expected to resonate with consumers, particularly those who follow college basketball, by promoting the brand’s image of a premium and health-conscious beverage option. The success of this campaign could significantly impact BODYARMOR’s sales and brand recognition during and beyond the 2026 March Madness tournament.
This initiative showcases how brands are increasingly using athlete endorsements and event sponsorships to connect with consumers and enhance brand loyalty. It is a strategic move to leverage the high visibility of March Madness to promote BODYARMOR and its association with NCAA sports.
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