Mo Farah has announced a new partnership with Maurten, which will see him become an ambassador for the brand.
Maurten is a Swedish tech start-up, based in Gothenburg, who recently launched their first product; a sports drink mix, based on Hydrogel Technology, and also fueled Nike’s attempt at a sub two-hour marathon.
The deal follows the defence of his 10,000m IAAF World Championships crown last Friday in London and he becomes the start-up’s latest brand ambassador, and his image will be used as the face of a number of marketing campaigns to promote the Swedish company’s recently launched line of sports drinks.
He joins a list of long distance runners who use Maurten products including Eliud Kipchoge, Kenenisa Bekele, Ghirmay Ghebreslassie, Wilson Kipsang and Daniel Wanjiru as well as recent marathon gold medalists in the IAAF Championships, Geoffrey Kirui and Rose Chelimo.
Mo Farah said: “Maurten’s sports drinks are the best out there. They have revolutionised sports hydration with a drink that is completely natural, very easy to take and containing much higher concentrations of energy than the traditional sports drinks. I am delighted to now become an official ambassador for the brand.”
Olof Sköld, CEO and co-founder of Maurten said: “Mo is the best and we're a young and ambitious company that rely on input from the absolute elite. Maurten has been playing an important role in Mo's preparations for this championship. And we'll continue to work together this fall, when Mo sets out to conquer the marathon distance, where nutrition and in race hydration is extremely important.”
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