If any beverage category loves its stars, it’s sports drinks. Whether it’s trying to shoot like Jordan or swing like Jeter, sports drink makers have always sought to link their products to the performances of some of the biggest names in professional sports. Yet much has changed in recent years: consumer preferences across beverage categories have shifted away from sports drinks made with artificial colors and added sugars, while star athletes have become more accessible than ever thanks to social media. In steering their respective brands through the modern marketing landscape, better-for-you sports drinks BodyArmor, an independent brand, and Vitamin  Read Here: https://www.bevnet.com/magazine/issue/2018/league-leaders-body-armor-vitamin-water-take-divergent-paths-marketing