Founder and CEO John Chiorando described the collaboration as a strategic shift, moving the firm from an emerging drink manufacturer to a broader lifestyle brand. Chiorando noted that Cunningham’s ability to balance competitive intensity with genuine engagement aligns with the company’s internal culture. Beyond traditional endorsements, Cunningham will participate in national marketing campaigns and retail activations designed to highlight the brand’s commitment to clean ingredients.

The partnership also reinforces the company’s philanthropic model, which allocates 10% of profits to charitable endeavors. For Cunningham, the role offers a platform to combine her professional athletic career with community support. Consumers can expect to see the Columbia, Missouri native featured across digital platforms and national retail displays starting this summer as the company accelerates its growth strategy.