NEW YORK — A super-bowl winning quarterback and a non-fungible token (NFT) expert are teaming up to launch Local Weather, a nootropic-focused hydration beverage.
Developed by National Football League player Russell Wilson and web3 investor AJ Vaynerchuk, in partnership with design agency H+S Labs, Local Weather aims to cater to Gen Z consumers.
“Only 16% of consumers consider themselves ‘athletes’ today, and 52% of Gen Z say they prefer non-traditional sports, which includes literally any movement, e.g., pickleball, TikTok dancing, roller skating, painting and gaming,” said Jon Alagem, chief executive officer of Local Weather and H+S Labs. “That’s why we created Local Weather — to support this largely ignored generation of consumers who are redefining what it means to be active both mentally and physically.”
Available in fruit punch, orange clementine, mango passionfruit and wild berry flavors, Local Weather features coconut water for base hydration. Other ingredients include pink Himalayan salt for electrolytes and nootropics such as ashwagandha, L-theanine and L-tyrosine to support mental stamina, focus and performance.
The brand is introducing a limited number of NFTs to drum up support ahead of its official launch later this year. Early adopters who purchase the NFTs will become members of Local Weather’s online community and will be the first to receive the four beverages. The NFT holders also will have sole access to an exclusive fifth flavor, along with additional soon-to-be announced perks.“From the very beginning, our goal has been to approach this product differently,” Mr. Vaynerchuk said. “We wanted to create a space for everyone to express different opinions and creativity, and most importantly, to center ourselves around a community. The NFT component coupled with our social channels will allow us to craft something everyone needs, desires and loves.”