SEATTLE -- Jones Soda Co., a leader in the premium soda category known for its branding and marketing, has teamed up with UFC fighter Ryan "Darth" Bader to promote the company's newly re-launched WhoopAss Energy Drink.
Now available online, the new cans of WhoopAss include the antioxidant power of 2.5 servings of vegetables and a powerful protein and B-vitamin formula to promote energy and muscle recovery for athletes like Bader with a rigorous daily routine.
"The formula for WhoopAss was designed for people like Ryan who require a fast energy boost and rapid muscle [image-nocss] recovery," said Jones CEO Bill Meissner. "Ryan competes in a sport where he has to open a can of whoop ass in every fight and every round. It feels like a very natural fit and the partnership will help us tell the brand's story to [Mixed Martial Arts] and UFC fans everywhere."
Bader is an American professional mixed martial artist currently No. 6 in Sherdog.com's Official Mixed Martial Arts Rankings. A former Ultimate Fighter winner, Bader recently earned the biggest victory of his MMA career on September 25, beating Antonio Rogerio Nogueira by unanimous decision.
"I've been using [WhoopAss] routinely after my workouts to help with muscle recovery, using it when I need an energy boost, and drinking it went it's time to get a little rowdy in the ring," Bader said.
In support of the new energy drink, Bader will make a variety of public appearances and appear in Jones' print and online collateral. Bader will also participate in Jones' grassroots and social media initiatives, and will integrate the beverage into his new gym, opening in Scottsdale, Ariz., this November.
WhoopAss retails for $2.39 per can MSRP and was launched October 5. Jones is using its network of more than 160 distributors to launch WhoopAss Energy across the country. It will be available on grocery, convenience and specialty store shelves as well as in many of the MMA gyms.
Headquartered in Seattle, Jones Soda markets and distributes premium beverages under the Jones Soda, Jones Pure Cane Soda, Jones 24C, Jones GABA, and WhoopAss Energy Drink brands and sells through its distribution network in markets primarily across North America.
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