SOS Rehydrate, a new electrolyte replacement drink, has been launched in the UK by co-founder and former Team England runner, James Mayo along with investor Sir Ben Ainslie. SOS offers rehydration comparable to an IV Drip capable of combatting mild to moderate dehydration.
SOS was founded by James and Tom Mayo, two former elite runners both with a deep understanding about hydration and its effects on performance and lifestyle survival. Creator of the formula is Dr Blanca Lizaola, a qualified doctor who is currently working in research at a top US hospital.
Launched successfully last April in New Zealand and the USA, SOS activates the body’s premier rehydration mechanism – the sodium glucose co-transport system to effectively ensure that people who use the product are properly hydrated.
James Mayo explains: “We all get thirsty and while the marketplace is filled with sports, coconut waters and energy drinks, SOS offers the consumer a medically proven rehydration option that stands alone in its category and ensures that people get the most out of their active lifestyles. We are pleased to welcome the UK to our rehydrated world and introduce what we call lifestyle survival.”
Four-time Olympic champion and America’s Cup winner, Sir Ben Ainslie described his association with the brand at the UK launch: “The physicality of sailing is now a huge part of being successful in the America’s Cup, during racing the crews heart rates are regularly maxed out with some of the team grinding for 25 to 30 minutes straight to power the boat.
"SOS has become a key part of minimising my recovery time while training and competing, effectively improving my overall performance. Based on the proven science behind the brand and my personal experience as an athlete, I saw the decision to get involved with SOS as a great investment opportunity. Since SOS launched in the US we have received fantastic consumer and industry feedback, launching in the UK is a crucial moment for the brand and I hope we look forward to going from strength to strength.”
Other SOS investors include leading sports stars, IndyCar Champion Scott Dixon and professional NBA basketball player CJ Watson.
Head of Athletic Performance at Oracle Team USA and CEO of Foundry Performance, Craig McFarlane, explains how SOS Rehydrate helped his team win the 34th America’s Cup, “The technological advancements of the 34th America’s Cup required professional sailors to become elite athletes who are strong, agile and have quick aerobic recovery. This effectively raised the bar for the sailors’ training and as a team we were using 1,400 of packs a month to facilitate recovery and improve athletic performance.”
SOS Rehydrate can be purchased exclusively in Sweatshop stores across the UK until May 2014. Sweatshop is the leading specialist running retailer in the UK, and is the nation’s favourite having won the Runner’s World award for best running retailer for the last seven years in a row.