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It’s that time of year again college basketballand BODYARMOR Sports Drink returns to the field for the most anticipated tournament of the year.
BODYARMOR announced its return to college basketball after seven years as the official sports drink of the NCAA, beginning with the 2026 March Madness tournament.
That’s why the brand committed to better hydration is revamping its “Choose Better” campaign with LSU senior guard Flau’Jae Johnson, who hopes to make a run for her second career title in March, and a two-time NCAA men’s basketball champion — New York Knicks star guard Jalen Brunson.
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The “Choose Better” campaign for BODYARMOR launched in April 2025, and this time Brunson and Johnson are the ones urging all athletes, not just those on the March Madness stage, to make intentional changes to better themselves every day.
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For Brunson, playing in the intense atmosphere of the NBA means creating the best possible routine to get the most out of yourself on game days. When asked where he starts, he focused on what he puts into his body.
“The most important thing is that it starts with hydration,” Brunson explained. “I think no matter what, if you’re hydrated, your muscles [and] your body feels good. Of course you also need food. This way you replenish the entire game through hydration. So that’s how I choose better.”
During this March Madness tournament, BODYARMOR products, including towels, sports bottles and coolers, will be spotted on the court for all hydration purposes for the participating NCAA teams. There will also be BODYARMOR branding throughout broadcasts, digital platforms and in-arena signage during games.
“The NCAA is home to the most exciting championships in college sports, starting with March Madness,” Tom Gargiulo, chief marketing officer at BODYARMOR, said in a statement. “As the official sports drink of the NCAA, BODYARMOR takes center stage on the biggest stage in college basketball.”
And while Brunson and Johnson take center stage with March Madness, the brand also partnered with more than two dozen NIL athletes from colleges and universities across the country to support digital and social media content.
Johnson and Brunson are part of a strong group of superstar partners with BODYARMOR, including NFL stars Joe Burrow and CeeDee Lamb.
“My partnership with BODYARMOR has been great from day one. The core values in how they operate and how I operate are very similar, so it’s been great,” said Brunson. “Obviously, I’m coming back with a sponsorship and partnership with NCAA March Madness – I think it’s going to be cool.
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Brunson called his time on the March Madness court with Villanova “one of the most intense times of my life,” so choosing better is certainly what these athletes want to do to hoist the championship trophy like he did years ago.
“Those times in college and those championships were some of my favorite times,” he said.
