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Zico Pure Premium Coconut Water has chosen the new face of its brand through most the “I Am Natural” campaign. The winner, fitness enthusiast Amanda Russell, has replaced supermodel Molly Sims on a billboard at the corner of Watts and Thompson streets, right outside the Holland Tunnel, in the trendy Soho neighborhood of New York City.
To be considered, Zico consumers could submit photos to the brand’s Facebook page, stop by its booth at various race events, or take part in free yoga and indoor cycling classes. Zico’s panel of experts, including Sims, celebrity nutritionist Keri Glassman and author/marathoner Dean Karnazes, unanimously selected Russell for the distinction.
“While we were impressed by many of the submissions that we received and the people we met at our events, Amanda stood apart from the others,” explained Mark Rampolla, CEO/founder of Hermosa Beach, Calif.-based Zico Beverages LLC . “She is an athletic, passionate and health-conscious woman who truly exemplifies what Zico is all about.”
A native of North Bay, Ontario, Russell was discovered by the Zico team during an indoor cycling class at New York’s SoulCycle Tribeca in June. After her dreams of being an Olympic runner were dashed by injury, she need to come up with alternative ways to maintain a long, lean runner’s body without running, in the process finding the inspiration for a fitness program she’s now developing and producing.
“As an athlete, I understand the importance of hydration and nutrition,” noted Russell. “I have been a fan of Zico for quite some time and religiously drink it before, during and after my workouts.” Fans of the beverage line, which its manufacturer touts as “the ultimate hydration drink,” include runners, cyclists, tri-athletes, yogis and surfers, among other top athletes.
The “I Am Natural” campaign features models and athletes participating in activities where optimal hydration is required.