Last Updated on January 9, 2023
Forward Armando Bacot of North Carolina and point guard Jeremy Roach of Duke basketball have signed name, image and likeness deals with BOA Nutrition, a sports performance supplement company based in North Carolina. A notable aspect of the deal is that both Bacot and Roach will become shareholders in the company in addition to taking part in a brand campaign for BOA Ignite, an energy supplement geared toward athletes.
Bacot, a preseason First Team All-American, First Team All-ACC and ACC player of the Year, and Roach, a First Team All-ACC preseason selection and Duke team captain, are the brand’s first marketing campaign featuring rival North Carolina and Duke basketball players.
Roach says he’s excited to become part of the BOA Nutrition family because he’s experienced firsthand how their products make a difference in his own performance on the court. Roach and his Duke teammates used Endure during the 2021-22 season.
“Some of us were having problems with cramping during the game, and this was a way to play with confidence and know that you wouldn’t hit that wall,” Roach said. “The blast was easy to use, and you didn’t need to drink a lot of extra fluids just to stay hydrated.”
Bacot says he’s excited about the partnership because of the opportunities to expand on his education.
“As a business student studying entrepreneurship, I was excited by the opportunity to work with BOA Nutrition,” said Bacot.
BOA’s ingestible aerosol model was developed by founder Hank Durschlag in collaboration with athletic training and sports nutrition experts at Duke. Endure, first introduced in late 2021, is able to deliver the same amount of sodium in a two-second spray as a 12-ounce sports drink. BOA says the aerosol blast, which is quickly absorbed by the body, can help athletes hydrate up to 10 times faster than liquids, powders, pills, gels, or sticks. This protects athletes against the “sodium gap” which can lead to muscle fatigue and other problems, like cramping.
“Armando and Jeremy represent the very best in their sport and we’re excited that BOA products are helping them fully optimize their performances on and off the court,” said Jon Pritchett, CEO of BOA Nutrition. “They are both smart, business-minded individuals and we couldn’t be more pleased that they not only endorse our products, but as shareholders they also see the growth potential that lies ahead for BOA. In addition to being exceptional people and world-class athletes, their visibility as part of the legendary Duke-Carolina rivalry provides a platform unlike any other in sports.”
A new BOA brand campaign featuring Roach and Bacot highlights the introduction of BOA Ignite, an energy supplement designed to fuel optimal output in training and competition. Ignite is formulated to quickly provide energy-enhancing nutrients that athletes can micro-dose as needed, delivering B vitamins, caffeine, electrolytes, and both fast-acting and slow-acting carbs in a two-second spray.
The duo will join athletes like U.S. Olympic triathlete Morgan Pearson, two-time U.S. Olympic marathoner Des Linden, North American IRONMAN champion Sam Long, obstacle course champions Hunter McIntyre and Katie Knight, former Duke basketball star and Minnesota Timberwolves first-round draft pick Wendell Moore Jr., and L.A. Football Club forward Christian Torres.