Diddy And Mark Wahlberg Partner To Change The High Performance Water Game

Entertainment powerhouse Sean "Diddy" Combs and actor/producer Mark Wahlberg announced a joint venture yesterday with AQUAhydrate. The two will oversee the business strategy of the fitness and wellness water brand along with CEO John Cochran, formerly President of Fiji Water.

Already awarded BevNET's Best Product Revamp in 2012, AQUAhydrate is a high performance water, eschewing the sugar (and calories) found in many sports drinks and vitamin-enhanced beverages. The company cites the combination of performance-grade electrolytes and a high pH level in marketing its product to elite athletes, and recently signed a partnership with the Los Angeles Clippers.

AQUAhydrate has secured thousands of distribution points across the U.S and hopes to establish itself as a torchbearer of innovation and health in the beverage category. Meanwhile, fans of Diddy's Ciroc hope to have finally found something to help them with their morning after problems.

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