EP+Co is kicking-off 2021 with a new partnership with premium sports drink, BODYARMOR LYTE. The agency is teaming up with the brand to launch a national campaign featuring Carrie Underwood and James Harden. This is the first fully-integrated campaign for BODYARMOR LYTE.

The agency began work with BODYARMOR LYTE in 2020, creating, developing and producing a national campaign - launching today - across national broadcast, digital and social. The campaign also will kick-off a fitness challenge between other BODYARMOR LYTE ambassadors.

“BODYARMOR LYTE is a really unique brand and we wanted to create a campaign that was both authentic to their product yet really resonated with the core of their audience. But, at the same time it was important for the work to feel real; speak to their audience in a real way and showcase the personality of the brand,” said John Cornette, executive creative director and director of innovation at EP+Co. “Carrie and James represent everything the BODYARMOR brand is about and they are the perfect partners to help bring the campaign to life.”

This campaign is the agency’s first official project with BODYARMOR LYTE.