WHITESTONE, USA // Michael Fedele is currently the Vice President of Marketing at BODYARMOR Sports Drink, the fastest-growing sports drink in the country. At BODYARMOR, Michael Fedele’s role includes overseeing all marketing and advertising for the brand – which has grown to include three product lines: BODYARMOR Sports Drink, BODYARMOR LYTE Sports Drink and BODYARMOR SportWater.
Michael started his beverage marketing career as a brand marketer at the Coca-Cola Company for Powerade and then subsequently managed marketing efforts for the vitaminwater brand for several years. In 2012, Michael left Coca-Cola to join BODYARMOR’s leadership team led by co-founder Mike Repole, to oversee the brand’s marketing efforts from the ground up. This included the initial launch of BODYARMOR, taking the brand national and most recently in 2018, driving $400 million+ in BODYARMOR retail sales.
Over the years, Michael has negotiated dozens of partnership deals on behalf of BODYARMOR – spearheading multi-million-dollar activation efforts that include advertising, marketing and social programs for athletes such as James Harden, Mike Trout, Andrew Luck, Dustin Johnson. In addition, Fedele has negotiated brand partnerships with leading sports organizations establishing BODYARMOR as the Official Sports Drink of both the NCAA (including March Madness) and the UFC. A passionate and proactive leader, Michael has also led numerous, high-profile brand marketing campaigns for BODYARMOR, including the award-winning national advertising campaign, “Thanks,” which debuted during 2018 NBA Playoffs.
Michael was recently named to AdAge’s 40-Under-40 List and will be a judge for the upcoming Effie US Awards. He earned a bachelor’s degree from the University of New Haven and a Masters in Business Administration in Marketing from the University of Connecticut. He lives in Stamford, CT with his wife and two children.