X2 Performance and Anheuser-Busch’s AB ONE announced Thursday a partnership that will bring X2’s products to market across Los Angeles and Southern California.
This partnership will utilize AB ONE’s distribution network to deliver widespread retail of X2’s line of energy drinks. The products will now be available to thousands of retailers in the regions of Central LA, Riverside/Pomona Beach, and Beach Cities. Those stores will include 7-11, ampm, Circle K, and Anabi Oil locations.
After a successful run over the last couple years, X2 is branching out to further its presence in the Southern California market. Before Thursday, their consumer reach was limited to CVS and Subway. Now, they will be available in various supermarkets and convenience stores.
In a press release, Scott King, VP of Marketplace for AB ONE, mentioned how consumers are enjoying products that are cleaner for their bodies, which could make this a successful business deal.
“The energy drink consumer is moving towards better-for-you products, and we are extremely excited about working with X2 Performance to deliver their products to meet our retailers’ needs,” King said.
X2’s energy drinks, which the company prides itself in having “clean, healthy ingredients of the highest quality,” have been quickly rising in popularity among the professional sports and fitness scene. For instance, their products have recently been backed and endorsed by many prominent stars.
Kawhi Leonard of the LA Clippers joined the company in an equity deal last November, making him a significant shareholder and the face of the X2 brand.
For Leonard, his investment in the energy drink business is just one of his many off-the-court ventures. In 2018, he became the signature athlete for New Balance with his own shoe and apparel line. This past May, he partnered with various rap and hip-hop artists to promote a new project called ‘Culture Jam,’ which has its first album releasing this Friday, Oct. 22. Additionally, he just unveiled a new outdoor basketball court for residents of his hometown in Moreno Valley. He’s becoming more visible in the public eye, which is something you could rarely say during his tenure with the San Antonio Spurs and Toronto Raptors.
X2 is also backed by marquee investors, including private equity company L Catteron, who played a major role in influencing Leonard to join the company, and Sweetwater Capital. Along with Leonard, X2 has a mix of shareholders from the sports world. One of those is NFL All-Pro running back Saquon Barkley, who the company struck a deal with in July. They are also supported by Super Bowl champion linebacker Lavonte David and Peloton Instructor Kendall Toole.
Now, the products used by these all-world athletes will slide right into the hands of everyday customers for them to enjoy. The widespread distribution of X2 energy drinks won’t be limited to Southern California, though. With Los Angeles being the hometown market of Leonard and Toole, it’s just the starting point.
Mark French, CEO of X2 Performance, expounded on the importance of the company’s growth and how monumental the AB ONE distribution network will be for them.
“We have been very happy with the steady progression towards our goal of expanding past the locker room and into the hands of health conscious consumers,” French said. “We are thrilled AB ONE selected X2 Performance to be their clean healthy energy offering. With AB ONE’s best-in-class distribution network, and our differentiated offering coupled with the reach of our A-list athlete partners, we are optimistic that we will be bringing new customers to the growing energy category.”
Beverage industry veteran and X2 investor Eric Foss will take over as Chairman for X2. After serving as Chairman and CEO of Pepsi Bottling Group and Aramark
“Many critical steps have been taken this past year to set X2 up for success as we enter this critical growth phase with AB ONE,” Foss said. “With X2’s unique position in the market and an experienced management team focused on rolling out the brand in a disciplined strategic manner, it is an exciting time to assume the Chairman role and help Mark and my fellow board members scale the business.”
With Kawhi Leonard leading the way as one of the most dominant players in basketball, making X2 products more accessible to the public is their latest step in growing the brand.
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