Nuun, the electrolyte sports drink serving bike, run and outdoor specialty channels, formed a new partnership with Team Novo Nordisk, a global all-diabetes sports team of cyclists, triathletes and runners, spearheaded by the world’s first all-diabetes professional cycling team. As the Official Hydration Sponsor, Nuun is providing hydration products for all Team Novo Nordisk athletes in their training, racing and recovery.
Team Novo Nordisk is comprised of nearly 100 athletes from over 20 countries, who will compete in more than 500 events worldwide this year. In 2012, Phil Southerland, co-founder and CEO of the team, and global healthcare company Novo Nordisk, came together to create Team Novo Nordisk, based on a shared vision to inspire, educate and empower people around the world affected by diabetes.
“Everyone at Team Novo Nordisk is excited to be partnering with Nuun,” commented Southerland. “We’ve been fans of Nuun for a long time and our athletes love to use their products.”
“Sponsoring and partnering with Team Novo Nordisk is truly a privilege for us at Nuun,” said Kevin Rutherford President and CEO of Nuun. “When the team approached us and shared they are avid Nuun fans, we immediately said yes to working together. We admire their dedication to the sport and their inspiration to many that are affected by diabetes.”
The Team Novo Nordisk professional team began racing with Nuun tablets at its first Amgen Tour of California in May of this year. “I use Nuun for both training and racing,” said Team Novo Nordisk professional cyclist Martijn Verschoor (NED), who was an integral part of the teams’ historic success at the Amgen Tour of California. “The fact that it doesn’t have any sugar and is loaded with electrolytes really appeals to me.”
Nuun has established itself as the premier sports hydration drink of choice for endurance athletes. Nuun continues to revolutionize the sports drink market by offering simple and self-dissolving electrolyte enhanced drink tabs without sugar. Ongoing research, testing, and consultation with elite athletes, coaches, and customers is integral to the brand’s innovative approach.
Team Novo Nordisk will be using the full line of Nuun products including Active Hydration, All Day and the new Energy, a clean, no-sugar alternative enhanced with five B vitamins and 40mg of caffeine.