Sports Drink Co. Body Armour "thanks" Gatorade sarcastically in new Ad

Since recently retired NBA Legend, Kobe Bryant, purchased a large stake in the sports drink company BodyArmor in 2013, the company has been making strides to become one of the premiere sports drinks on the market.

Last night on twitter Body Armor released their new ad featuring New York Knick's player, Kristaps Porzingis. In the ad, the narrator says that Gatorade is an outdated sports drink and that Body Armor is providing more electrolytes than Gatorade. At the end of the ad, Body Armor calls out Gatorade and thanks them for providing a blue print for sports drinks, but then defiantly states that "[they will] take it from here."

 This kind of comparative advertising is a bold move for a new company like BodyArmor. Although it is intelligent to present themselves as better than Gatorade, they also run the risk of this type of ad backfiring on them. But I think that having successful NBA celebrity endorsers like Kristaps Porzingis and Kobe Bryant make their product seem more desirable to consumers because both have had success athletically on the highest level possible which the company can attribute to their sports drink. It will be interesting to see if these ads help or hurt BodyArmor in the future and if Gatorade chooses to respond.