Philadelphia-based sports hydration drink company PureFuel, led by CEO Dane Lance and co-founders Ra-Tah Johnson, Mustafa Shakur, Gillie Da King, Wallo, David Elliott, and Derrick Lance, has recently become the “official hydration partner” for the 76ers. This news was reported by Christian Red of the Philadelphia Inquirer. Mustafa Shakur, a partner at PureFuel, shared that the company’s success story began just over a year ago and has already seen significant growth. Despite lacking prior experience in running a sports hydration/energy drink company, PureFuel managed to secure the partnership with the 76ers by surpassing other competitors in the saturated market of hydration products.
The 76ers were previously partnered with BioSteel but after the company filed for bankruptcy last fall, PureFuel stepped in to take over. With this new partnership, PureFuel’s branding is now displayed at the Wells Fargo Center on digital signage, team benches, coolers, and during pregame ceremonies. Additionally, PureFuel’s presence will extend beyond the NBA season as they will be involved in the 76ers’ summer basketball camps where they will provide 50 free registrations for youth players. The collaboration between PureFuel and the 76ers has been well-received and is expected to benefit both parties.
