One of the Splash Brothers is getting deeper into the water business.
Golden State Warriors star Stephen Curry and his off-the-court business collective Thirty Ink have inked a multifaceted strategic partnership with wellness beverage company Nirvana Water Sciences Corp. The deal makes Curry a lead investor in the company’s Nirvana super water, seltzers and other wellness beverages.
Curry is joining other Nirvana athlete ambassadors such as NBA star Kyle Lowry, Pro Football Hall of Famers Patrick Willis and Brian Dawkins as well as former Carolina Panthers star Jonathon Stewart and two-time Super Bowl champion punter Tommy Townsend.
Nirvana, which infuses supplement HMB into its super water products to support overall muscle health, hopes to expand its consumer base with Curry coming in as not only as an investor but also as a key brand ambassador. The partnership comes on the heels of the company inking a new distribution partnership with GNC, which will see both its super water and seltzer products carried in all GMC stories nationwide (about 2,300 stores).
Nirvana also added distribution from a partnership inked earlier this year with supermarket chain Harris Teeter, which will see its products in 215 of its locations across Virginia, Maryland, South Carolina and North Carolina.
Curry, a Charlotte, N.C., native, said in a statement that he discovered the Nirvana product this past season and that it’s been helpful with his own recovery. Nirvana looks to stand out in the wellness beverage market by offering super water made with special ingredients that build muscle mass, boost metabolism and elevate athlete performance.
This is the latest brand partnership under Thirty Ink, which is the parent company of Curry’s business endeavors. Nirvana joins a long list which includes Under Armour’s Curry Brand, Callaway, Rakuten, Subway and CarMax.
Curry, a four-time NBA champion and 10-time All Star, continues to build out his business portfolio in the beverage category. The point guard previously was a brand ambassador and investor in oxygen-enhanced water OXIGEN in a deal he inked back in 2020.
