Originally written on Sports Business Digest  |  Last updated 5/29/12
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The POWERCOCO board just got a little bigger. New York Knicks star Carmelo Anthony, already an investor in the company, has officially been named the VP of Innovation for the company with the coconut water-laden sports drink. In his new role as vice president, Anthony will work with the POWERCOCO executive committee on product functionality, branding evolution and development. He will also act as a marketer/endorser of the product, as he will take a starring role in the company's marketing and advertising initiatives. "After many years as a professional athlete, I've become more aware of the ingredients I put into my body to perform at my best," said Anthony. "There is no question that the natural ingredients and low sugar formula of POWERCOCO is the best choice to keep me hydrated on and off the court. I am proud to help introduce The Next Generation Sports Drink as a part of the POWERCOCO movement." POWERCOCO, which was founded by former minor league baseball player Tyler Beuerlein, markets itself as the "next generation sports drink" -- in large part due to the product's usage of coconut water and its reduced sugar content in comparison to comparable sports drinks. "Most consumers would be shocked if they took the time to realize how much sugar exists in other sports drinks," said Steve Vasquez, president of POWERCOCO and 20-year veteran of the beverage industry. "It is clear that Carmelo shares our mission for delivering a better sports drink to the market. The POWERCOCO team is looking forward to the perspective that Carmelo will bring to our brand as more than just an investor." The product is currently available in Lemon Lime, Tangerine, Grape, and Tropical Berry flavors, and can be found online at Amazon, and in select retail markets in New York and Arizona. For more information on the company, visit the POWERCOCO Facebook page.
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