The Business & Pleasure of Sports



<< Previous entry: Florida Panthers' Red Zone seating only for fans cheering home team

>> Next entry: Miami Dolphins No. 22 of Forbes' 50 most valuable sports franchises; Heat not on list

LeBron James' Sheets Energy Strips now available in vending machines


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.

Sheets-vending-RunDMC.jpg

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.

Categories: Endorsements (20)


Leave a Reply

COMMENT BOARD GUIDELINES:

You share in the SunSentinel.com community, so we just ask that you keep things civil. Leave out the personal attacks. Do not use profanity, ethnic or racial slurs, or take shots at anyone's sexual orientation or religion. If you can't be nice, we reserve the right to remove your material and ban users who violate our Terms of Service.


Advertisement
About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
Connect with me


Search this blog
Get text alerts on your phone


Send me the following alerts:

STORM - Weather Alerts
NEWS - Breaking News Alerts
LOTTO - Lottery Numbers
SPORTS - Breaking Sports News
BIZ - Business news headlines
ENT - Entertainment news headlines
DEALS - Free offers and money saving deals


You can also sign up for by texting any of the above keywords to 23539. Standard messaging and data rates apply.
E-mail newsletters
Get the news that matters to you delivered to your inbox. Breaking news, hurricane alerts, news from your neighborhood, and more. Click here to sign up for our newsletters. It is fast, easy and free!