FITAID, the recovery beverage of LIFEAID Beverage, has renewed its partnership with Spartan. As part of a multi-year deal, it maintains its designation as the official recovery beverage of Spartan North America.
“Spartan athletes have long-come to know and love cracking open a FITAID when they reach the finish line as the first step to their recovery,” said Spartan’s Vice President of Global Partnerships, Ian Lawson.
“Our community relies on FITAID more than ever to fuel a clean recovery from training day to race day. We’re excited and honoured to continue our FITAID partnership for years to come – they have been with us from the beginning and are truly part of the Spartan family.”
As part of the multi-year partnership, FITAID will be served to all racers after they cross the finish line at scheduled 2021 Spartan events in the US and Canada. In addition to on-site branding, the official recovery beverage will also receive integration on Spartan.com, Spartan’s social media and the Spartan Up! Podcast.
“Spartan is an ethos and movement,” said Aaron Hinde, co-founder and president of LIFEAID Beverage Co. “It has always been more than what happens on a single race day. It’s a mindset of perseverance, individual commitment and collective community building with other passionate athletes.”
Orion Melehan, fellow co-founder and CEO, added “These parallels in our two organizations and the community we both serve stand as the foundation of our continued partnership.”
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