Multifaceted entertainment powerhouse Sean “Diddy” Combs and actor/producer Mark Wahlberg today announced a joint venture with Southern California-based fitness and wellness water brand, AQUAhydrate.
“As a brand architect, I am incredibly passionate and equally committed to every aspect of the businesses that I get involved with,” says Combs. “Partnering with AQUAhydrate and Mark is an incredible opportunity for me and I am looking forward to making history in the process. It’s important for me to be part of something that drives me and is constantly pushing the boundaries, and that’s what AQUAhydrate does. Together, we’re going to take AQUAhydrate to the next level.”
Per the arrangement, Combs and Wahlberg will oversee business strategy along with CEO John Cochran, formerly President of Fiji Water. Together they will help drive the AQUAhydrate vision and be instrumental in helping secure retail partnerships for the water brand, such as their recently signed deals with Safeway, Kroger and GNC.
This deal is in some ways similar to Combs' strategic alliance with Diageo to oversee and manage all branding and marketing initiatives for Ciroc Vodka. Under the terms of that deal, Mr. Combs and Sean Combs Enterprises is responsible for all brand management decisions for Ciroc, while sharing in the future profits of the growth of the brand.
In addition to the brand’s existing athlete roster, AQUAhydrate recently inked an official partnership with the Los Angeles Clippers wherein the product will be distributed to the team on and off the court.
AQUAhydrate is a high performance water without the sugar and calories found in traditional sports drinks or vitamin enhanced beverages. The product’s combination of performance-grade electrolytes and a higher pH level of 9+ has caught the attention of elite athletes, active health-conscious consumers, and celebrities looking to perform at the top of their game, in every aspect of their life.