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A Bodyarmor Super Drink cooler and cups

Coca-Cola's acquisition is the biggest story in the business of sports drinks since December 2000, when PepsiCo acquired Quaker Oats, which included Gatorade. Over the next four and a half years, he put about $6 million of his money into BodyArmor eventually owning a 10% stake in the company. The brand also has endorsement deals with baseball player Mike Trout and another National Basketball Association star, James Harden. The stake has since been diluted to 12.5 percent, according to The Wall Street Journal. It was founded by Mike Repole, who was also behind Glaceau's vitaminwater and smartwater. Now, Repole is confident he can create another sports-drink sensation.

One reason for that, clearly, is an overall wise investment strategy.

Wells Fargo Securities analyst Bonnie Herzog noted that integrating BodyArmor into Coke's distribution network should help the brand grow domestically and in worldwide markets.

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"We have learned that BodyArmor has notified Keurig Dr Pepper that they are terminating their existing distribution agreement", she said. She said the transaction was a negative for KDP, noting that other allied brands could also be at risk of leaving also.

Coca-Cola's investment in BodyArmor - which will make it the brand's second-largest shareholder - comes as its Powerade drink steadily cedes market share to more popular Gatorade, and as the beverage giant faces falling demand for its fizzy colas. The deal puts BodyArmor in Coke's powerful distribution network, on their delivery trucks throughout most of the United States.

"From Coca-Cola's perspective, it will be interesting to see how this minority investment in Body Armor impacts their approach to the sports drink/isotonic category in the near future", Telford said in a statement shared with BevNET. Now, Coca-Cola is finally admitting that if Powerade hasn't posed a threat to Gatorade since its 1988 launch, it never will.

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