“BODYARMOR FIT represents a natural evolution of our portfolio as we continue to meet consumers where they are,” said Sara Weaver, vice president of Brand Marketing, BODYARMOR. “People are staying active in different ways throughout the day, and BODYARMOR FIT was designed to fit seamlessly into those routines with a new sparkling format that still delivers the functional hydration expected from us.”

To support the launch, BODYARMOR is also introducing Fitness Never Rests, a new digital campaign featuring longtime brand partner and professional football quarterback Joe Burrow (pictured)

Positioning BODYARMOR FIT as BODYARMOR’s take on modern sports hydration, Fitness Never Rests establishes the brand as the go-to choice for those who see fitness as a lifestyle. Built for people balancing work, social life, and workouts, often finding fitness wherever they can, the campaign reframes hydration as a tool that supports staying active throughout the day.

“Fitness isn’t always about a planned workout, it’s part of how I move through my day,” said Burrow. “Even when I’m not training, staying active is part of my mindset, whether that’s recovery or just being on the go. BODYARMOR FIT fits perfectly into those everyday moments.”

 BODYARMOR FIT is now available in-store and online across retailers nationwide. The Fitness Never Rests campaign will run across digital, social, OOH and retail platforms, supported by partnerships and influencer‑led storytelling. The launch supports Choose Better, BODYARMOR’s integrated masterbrand platform that encourages more intentional choices and reinforces the brand’s commitment to shaping the future of the sports drink industry.