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Performance drink mix takes non-traditional marketing approach
MICHAEL PHELPS, NASTIA LIUKIN, ANGELA STANFORD, RYAN POWELL AND Bernard Berrian are just a few of the Olympic and professional athletes that train with PureSport Nutritional Performance Sports Drinks. Human Performance Labs LLC, Austin, Texas, developed PureSport from a formula that some of these athletes were using before the product even existed as a brand.
PureSport's formula was created in 2006 by John Ivy, chairperson of the Department of Kinesiology and Health Education at The University of Texas at Austin with input from Olympic swimmers Michael Phelps, Aaron Peirsol and Brendan Hansen. In late 2007, Human Performance Labs formed to develop a brand from the formula. The company launched PureSport in August 2008.
"We want our brand associated with training," says Michael Humphrey, Human Performance Labs' chief executive officer.
Human Performance Labs offers two varieties of PureSport: Recovery and Workout. Both formulas provide protein from whey protein isolate, along with antioxidants, electrolytes and natural sugars....