We created a brand that would connect to Gen Z in meaningful and unique ways. We set out to balance the conceptual nature of mind health with the performance needs of body hydration. We saw that our consumers needed to be all of themselves, all of the time, to be able to reach their full potential, on and off the field. To achieve this ambition we knew we would need to develop a system that took risks, was a little daring, creatively inventive and always inspirational. Gen Z will make purchasing decisions based on a brand's sustainable attributes. Through our material audit, considering the category norms and factoring in the importance of sustainability, we chose a material that was foreign to the category and infinitely recyclable : aluminum. We are proud to create the first functional beverage in an aluminum can.