- Johnson acquires stake in VOSS, will serve as strategic advisor as it 
expands into new categories, packaging and platforms

VOSS Water announces today its strategic partnership with global entertainment 
icon, entrepreneur and VOSS loyalist, Dwayne Johnson. Johnson, who acquired a 
stake in VOSS, will serve as a true brand partner and strategic advisor as the 
brand innovates and continues expansion into new international territories, 
including China, as well as new product categories, packaging and platforms. As 
a cultural leader with a finger on the pulse of what audiences want, Johnson's 
global influence and expertise will be invaluable to introducing the brand to 
new audiences.

Photo - https://mma.prnewswire.com/media/952114/VOSS_Water_Dwayne_Johnson.jpg 

Each innovation created under this partnership will inspire consumers to get 
all they can out of life, echoing Johnson's own ambition, while upholding the 
brand's long-standing commitment to quality and sustainability. The inaugural 
collaborative innovation, the brand's first in a range of functional offerings 
delivering unique and meaningful health benefits to consumers, is planned for 
launch in early 2020.

"I've been hydrating with VOSS for years, whether on set, in the Iron Paradise, 
or spending time with my family and friends. This partnership is a natural 
evolution as I look to partner with exceptional brands looking to innovate and 
impact the globe with sustainable best in class deliverables. I'm thrilled to 
have evolved my genuine passion for VOSS into a formal business investment and 
work with their exceptional leadership team, to create new products and develop 
strategic brand initiatives and collaborations," said Johnson. "We are going to 
build great things together." 

VOSS will also benefit from Johnson's deep knowledge and expertise in 
culture-shifting marketing through ongoing branding consultations and 
collaborations. This includes the launch of VOSS' largest consumer-facing 
advertising and social media campaign in years, "Live Every Drop," which will 
feature Johnson himself. 

"I've had the pleasure of working with Dwayne and his team over the past number 
of months to specifically layout VOSS' ambitious plans for expansion. Dwayne 
shares the same passion towards excellence, responsibility and consumer 
satisfaction. I expect nothing but great things from this partnership and speak 
for all our executives when I say we are extremely enthusiastic about this 
relationship and the unique opportunities we will create together," said John 
Shulman, Vice-Chairman of VOSS Water.

The "Live Every Drop" campaign will exemplify the mentality that you get out of 
life what you put in, sharing an intimate, behind the scenes glimpse of how 
Johnson puts in the work to defy limits every day. The campaign will launch via 
large-scale outdoor, digital and social media throughout major markets, 
beginning in the United States, on August 5, 2019. 

"We're thrilled to be aligning with a partner who so genuinely embodies the 
VOSS brand vision," said Ariel Boorstin, Global Director of Marketing for VOSS. 
"Johnson's commitment to putting in the hard work it takes to live well, acting 
with purpose, and inspiring greatness, is precisely the ethos of 'Live Every 
Drop.' As one of the world's most influential talents, Dwayne Johnson will play 
an instrumental role with VOSS moving forward – supporting an expanded brand 
vision as we stretch into new categories and territories, and extending the 
reach of our core, shared values."

This move demonstrates how VOSS continues to expand and resonate with its 
consumers. A premium water straight from the most pristine source, the 
authenticity of VOSS makes it a brand worthy of everyday greatness and a daily 
encouragement to strive for more. Consumers have come to expect only the best 
from VOSS, and there is no stronger partner than Johnson to help bring this 
expanded brand vision to life.

About VOSS Water:
The VOSS source sits in Iveland, a sparsely populated area on the southern tip 
of Norway. Confined in an aquifer deep beneath the earth, VOSS water lies under 
layers of rock and sand, which create a natural filter, protecting it from the 
air and other pollutants. The exceptional purity of VOSS, and its uniquely 
fresh, clean taste, are due in part to the unusually low levels of Total 
Dissolved Solids (TDS) naturally occurring in the VOSS source.

The extraordinary VOSS purity is matched only by its breathtaking bottle 
design, which uniquely conveys the distinction of the water within. Now an 
icon, VOSS is celebrated globally in over 50 countries, in a variety of sizes 
with unique and universal appeal. Tailored for different consumption occasions, 
VOSS Still water is available in glass and high-grade PET plastic. The VOSS 
Sparkling range, including Flavored Sparkling, is available in glass. VOSS 
Flavored Sparkling comes in unique & refreshing flavor combinations – Lemon 
Cucumber, Tangerine Lemongrass, Lime Mint, Strawberry Ginger & Raspberry Rose – 
each of which contain zero calories and no sugar or artificial sweeteners. The 
Flavored Sparkling range is currently available in the EU, U.K., U.S., 
Australia, Canada & Mexico

Media Inquiries: 

For Dwayne Johnson 
JONESWORKS 
TeamRock@Jonesworks.com

For VOSS Water
NIKE COMMUNICATIONS
eshor@nikecomm.com

SOURCE  VOSS Water