In 2007, Michael Ball, the creative force behind global brands Rock & Republic and pro cycling’s Rock Racing, embarked on a quest to fill a nutritional void in the beverage industry fueled by the performance demands of his two worlds – fashion and sports.
As a fast-paced fashion industry CEO, he understood the toll of stress, long days, travel, little sleep, poor eating habits, and dehydration on the body. As the team owner of a men’s professional cycling team and a former track cyclist, he knew first-hand the physical punishment athletes endured and the depletion they felt on a daily basis. He watched as athletes and fashion executives alike reached for sugary, chemically caffeinated or artificially sweetened drinks to boost power levels.
For the health conscious, power in a can wasn’t nutritious. It wasn’t hydrating. It wasn’t natural.
IT WAS TIME FOR A REVOLUTION.