The brand's first drop celebrates the brand's
origins in a fashion-forward new campaign.
Photographed by Joyce Charat, with
Production by Emmanuelle Rienda of Ethical Luxury Group
AUSTIN,
Texas, July 30, 2024 /PRNewswire/ -- Lucky
Energy Drink introduces its first merchandise collection,
"Origins," a modern, unisex, 12-piece line inspired by and
celebrating the heart of the company, its founder story.
Richard Laver created Lucky Energy
after experiencing tragic lows and dizzying heights. He is the
youngest survivor of the Delta 191 flight that killed his
father and 136 others. After surviving the crash at only 12 years
old, he suffered from depression and was homeless by 27. Laver
eventually found the love of his life, Michelle, but during the
premature birth of their first child, Kate, she was diagnosed with
cerebral palsy and would need a feeding tube for nourishment.
Through a medley of medical complications, he founded Kate Farms
(now the #1 recommended plant-based tube-feeding formula) to save
her life. Laver launched Lucky Energy to inspire people to
persevere and keep going, as he learned to do. Similarly,
this campaign features resilient individuals who have been through
difficult situations and have found ways to keep going.
![Lucky Energy Origins Collection Lucky Energy Origins Collection](https://mma.prnewswire.com/media/2471975/Lucky_Beverage_Company_Origins_Collection.jpg)
Origins features hats, t-shirts, a sweater, hoodie, and bomber,
which retail between $30-$100. Elements of Laver's journey, such as air
and tennis, are incorporated into the merch [Laver was a tennis
pro, and his cousin is Rod Laver],
with the brand signature message: Freedom to Fly, and words of
positivity displayed, such as "Today was a Good Day." Select items
will have "777" on the neck label, which entitles recipients to win
prizes, including a free case of Lucky Energy and a $500 flight gift card to travel anywhere in the
world.
"Origins is about embracing being a Lucky F*ck. All the bad
moments in life allow us to preserve, rise above them, and excel.
We showcase talent that embodies what we stand for - they keep
going, rising daily to thrive. Part of dropping merch is also
about ensuring we're designing things that people will want to
wear, and we are excited by how we've integrated our core messaging
into the drop," said CMO Hamid Saify.
The campaign is photographed by Joyce
Charat (who has shot campaigns with Wiz Khalifa, G Eazy, and Coi LeRay), and its Production is by Emmanuelle
Rienda, founder of Ethical Luxury Group (who has collaborated with
Lil Nas X and Billie Eilish).
To learn more about the new merchandise collection, visit
www.luckybevco.com and follow @luckyfckenergy on social media.
For press inquiries, please contact Valeria
Carrasco directly at valeria@hallettsconsulting.com.
ABOUT Lucky Energy Drink
Lucky Energy is a cleaner,
better-for-you energy drink company founded by serial beverage
entrepreneur Richard Laver. The
brand creates high-quality products to motivate people to keep
going. The product line features five flavors—with 5 super
ingredients, including maca and beta-alanine, 0 sugar, 0
aftertaste, and only 5 calories. Products are available on Amazon.
For more information, visit www.luckybevco.com and follow
@luckyfckenergy on social media.
Credits:
CMO @heyitsshamid
Producer @ethicalluxurygroup
Creative Director @emmanuellerienda
Photographer @joycevisuals
Editor: Eric
Kaufman(@eric.kaufm.n)
Videographer @eezyfilms
Wardrobe Stylist @iamyoko.j
Hair/Makeup @sunamyles_mua
Photo Assistant @maxineb.photography
Production Assistant @thedianaedelman
Assistant Stylist @sonderzsun
Talents:
@halrosa
@flawless_affect
@linaspagano
@david__negron_
@kaylamaria.g
@daddynewlegs_
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SOURCE Lucky Beverage Company