It seems everyone is looking for a jolt to get through the day. LeBron James offered his assistance with an energy-boosting product launched around the time of the NBA Finals.
It's performing better than he did against the Mavs. Sheets Energy Strips are a cheaper, easy alternative to the numerous pick-me-up drinks on the market. Just pop a strip on your tongue for a melt-in-your-mouth lift through the afternoon or a workout.
The idea caught on well enough that Sheets are going to be dispensed in vending machines in malls, office buildings and sports arenas throughout the country.
So far in South Florida there are two Sheets machines in the Aventura Mall and one in the Pembroke Lakes Mall in Pembroke Pines. A few will be in BankAtlantic Center in time for Panthers season.
They come in four-packs for $3 or 10 for $6. You can also get a Sheets hat or T-shirt for $20.
Sheets are produced by an ambitious start-up in Boca Raton called PureBrands. James is listed as co-founder along with long-time business manager Maverick Carter and entrepreneurs Warren Struhl and Jesse Itzler.
The company is small but aggressive, driven by a $10 million marketing campaign backed by a number of partners including the Knicks’ Amar’e Stoudemire and the Nuggets’ Danilo Gallinari, Ravens running back Ray Rice, and recording artists Pitbull and Drake and Run DMC’s Darryl McDaniels (pictured on vending machine). Their pitch is a bit edgy with its “Take a Sheet” slogan.
“We are always looking for unique ways to break through the clutter of traditional marketing campaigns,” said Warren Struhl, CEO of PureBrands. “Sheets are all about convenience and simplicity. Sheets can fit into your wallet, pocket, or purse. Automated kiosks are the perfect way for us to increase awareness of the brand and make it easier for anyone to take a Sheet on-the-go.”
They are offered in multiple flavors. The selling points are: won't spill or melt, no calories, no carbohydrates, no sugar and require no water; simple and fast-acting.
They have drawn some flak for the high caffeine content and potential danger for abuse by kids.
The packaging discourages use by anyone under 12 as well as women pregnant or nursing. The vending machines do make them more accessible. (Sheets are also available at GNC stores).
Caffeine is a key ingredient in many of the energy drinks on the market. Makers of 5-hour Energy do not divulge caffeine content, but estimates range from 60-100 milligrams in a 2-ounce bottle, comparable to a cup of coffee. A can of Red Bull has 80 mg of caffeine. Sheets reportedly contain about 50 mg per strip.
5-hour Energy has been my choice for a jump-start before a run. Can't vouch for the effectiveness of Sheets, but will give them a try.