New York Giants player Odell Beckham Jr. has made an unspecified investment in Roar Beverages and will be the national spokesman for the Huntington-based maker of sports drinks.
The company also will produce a new flavor named after Beckham, 22, a wide receiver born and raised in New Orleans.
The new flavor, the company's eighth, will be the first product in the newly created Odell Beckham Jr. Performance Division, which Beckham is helping develop, according to an announcement by Roar. It is to go on sale Sept. 14.
In June, Roar announced an agreement with Target Corp. to test-market Roar's sports drinks in 85 Target stores throughout the Northeast starting in July. It was the first agreement the 3-year-old company made with a national retail chain for markets outside New York State.
In 2014 Roar shipped 350,000 bottles of its coconut-water-based sports drinks to retail outlets and schools. This year company chief executive Roly Nesi has said he expects to ship 1 million units.
The drinks are manufactured by a company in Pennsauken, New Jersey.
Nesi said in the announcement, "Odell, with his unique blend of style and charisma, aligns perfectly with our vision that your beverage should be an extension of your personality."
In an interview, Nesi said Roar sought out Beckham specifically for his appeal to the 8- to 18-year-olds whom Roar targets as customers. "What we think he will do is enhance our credibility with our target demographic, expand our reach in social media and overall brand awareness," Nesi said.