The Black Mamba isn’t the largest snake in the world, or even the most poisonous, but it is 100 percent fatal. The snake’s speed, its repeated inclination to attack (most snakes bite and flee), its venom’s toxicity, and its ability to lift up nearly half its body off the ground to strike make it the snake you’d least like to run into, say, the office of Federico Muyshondt, CEO of BODYARMOR Sports Nutrition.
Fortunately, there’s no snake in sight during Hispanic Executive’s interview with Muyshondt, but the spirit remains. A collage of Kobe Bryant, the legendary Los Angeles Laker and possibly the greatest NBA athlete of all time, hangs behind him. Bryant took the snake’s name as his alter ego, to embody the fierce predator who could be counted on to strike at the pivotal moment. The basketball legend was an early investor in BODYARMOR, and his “Mamba Mentality” lives on at the company with the intent to take down the proverbial king cobra of the sports drink world: Gatorade.
“BODYARMOR is the biggest brand in consumer packaged goods [CPG] that no one knows about,” Muyshondt says. “It’s up to my team to tell the story. We have zero artificial sweeteners, flavors, or dyes. We offer superior hydration, we are better for you, and we’re better tasting. Taking on Gatorade may seem like the Red Sox trying to take on the Yankees years ago, but we will win.”