Las Vegas Raiders star Maxx Crosby is investing in RECOVER 180, an organic hydration brand from beverage mogul Lance Collins. (Photo by Candice Ward/Getty Images)
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Las Vegas Raiders defensive end Maxx Crosby is adding another investment to hs business portfolio.
The four-time Pro Bowler is investing in RECOVER 180 and joining as an athlete partner, an organic hydration drink from beverage mogul Lance Collins. It’s Collins’ latest beverage endeavor and has been referred to as “BodyArmor 2.0.” BodyArmor was of course Collins’ most notable company, selling for $5.6 billion and becoming well-known over the years in large part due to its association with NBA legend Kobe Bryant.
Collins and Crosby will be aiming to do something similar from the get-go by competing with established name brands.
“Our long-term objective is to revolutionize the hydration category and be the trusted, go-to brand for clean, effective hydration for everyone, from professional athletes to health-conscious individuals,” says Collins. “We absolutely expect to compete with the established name brands. The consumer landscape is changing, and people are more aware than ever of what they’re putting into their bodies.”
By adding Crosby into the fold as not only an athlete partner, but as an investor, it should give the brand immediate credibility. The Raiders star already has a large portfolio of business partnerships, including recently announcing a deal with Monster Energy. He also has partnerships and investments with SAXX underwear, Zen Water, Ryoko Rain, Slate Milk and Papa John’s among others.
Crosby details what his role will be as an investor and athlete partner with Collins’ latest business venture.
“My role is to do whatever it takes to help the brand and business dominate,” says Crosby in a one-on-one interview. "I don’t look at these opportunities as obligation-less. I don’t care what we put into a contract necessarily. Whatever the business needs from me, assuming it’s possible and reasonable, I’ll do it: Meet with the buyers, meet with the customers, give feedback on taste. See product to my network, etc., whatever it takes is my role.
“I don’t compare myself to anybody else, but admire all of the talent that Lance assembled here to ensure this is the best group of stakeholders in the world,” Crosby continues to say.
The 28-year-old obviously has a hand in many businesses, but he details why this one stands out from some of the others as an investor.
“I also believe in putting my skin into these opportunities,” says Crosby. “The time is value. My influence is value, but I want my money in the mix, and sometimes that comes later, after I see the progress and traction. My approach is to be a material owner in whatever I do off the field that involves making money. I’ll endorse and represent things I enjoy, but my preference is to be a real owner and be accountable to add value.”
Crosby isn’t the only athlete who is a partner in RECOVER 180. He’s joins a large athlete network with a known names across all sports, including the likes of NFL stars such as Brock Purdy, Kyler Murray and Rob Gronkowski and NBA stars like Austin Reaves and Jared McCain in addition to the New York Yankees’ Anthony Volpe.
Las Vegas Raiders defensive end Maxx Crosby is investing in RECOVER 180, an organic hydration drink by beverage mogul Lance Collins.
RECOVER 180
RECOVER 180 has also other celebrities on its roster list, including country music star Jason Aldean.
"We look for individuals who genuinely believe in the product and the brand’s mission and want to be part of the long-term vision – our roster is a testament to that," says Collins. “We have some incredible names across the major sports leagues. The most important thing for us is authenticity – we want athletes who are real consumers of Recover 180 and use it as part of their daily routine to train and recover.”
Crosby details why he wanted to partner with Collins, who has a deep history of successful drink brands.
“I invest with people with strong track records who are savages in what they do,” says Crosby. “Lance Collins is that guy. He just doesn't want to just win. He wants to dominate. This product is great, but there are a lot of great products. The X Factor here is the expertise, the experience, the mindset and the leadership.”
Collins previously created the well-known drink brands such as Fuze and the water brand CORE – both of which for hundreds of millions of dollars to the Coca-Cola and Dr. Pepper brands.
He details why RECOVER 180 stands out from others in a competitive hydration drink market.
“We are a USDA-certified organic product, which is a major differentiator in the sports drink category,” Collins details. "We use organic coconut water as a base which is a natural source of electrolytes. Our drinks contain a balanced blend of electrolytes like potassium, sodium, and magnesium, and we’ve added essential vitamins and antioxidants from sources like organic elderberry powder.
“We’ve also made a conscious decision to have zero added sugar, artificial flavors, or chemical preservatives,” Collins continues. "This clean, organic formulation is designed to provide effective and balanced hydration, which is crucial for an athlete’s recovery."
Crosby – who obviously also has a history with drink brands – explains why he uses RECOVERY 180 for his hydration needs, especially considering a lot is expected out of him as the Raiders’ franchise player and one of the top sack artists in the NFL.
The seventh-year veteran has the fifth-most sacks in the NFL (59.5) since entering the league in 2019.
“All day, every day, I’m working, I’m moving, I’m active, and hydration is critical,” says Crosby. “Replenishment of nutrition, replenishment of nutrients and water is key.”
The veteran defensive end details what his long-term objective is when it comes to his business investments, which is about “legacy.”
“My goal is to keep building, keep learning, and keep surrounding myself with people and businesses that are doing it right,” says Crosby. “This isn’t about endorsements. It’s about legacy. That’s how you went off the field for not only myself but my family. It tastes great. Super low calories, which is important because I look at every single calorie in the ingredient that goes into my body, hard work to find anything else that tastes as good, and it’s really hard to find and has all the right balance and mix of ingredients for you.”