Brands like Nike compete to sponsor top players. Liquid Death is sponsoring Indianapolis Colts water boy, Travis Poulson. The brand that has made sardonic humour its calling card, is celebrating its new hero in a satirical spot with the tagline, Just Murder It.

The campaign began to coincide with the National Football League preseason on July 13. Liquid Death teamed up with Good Morning Football’s Kyle Brandt to host the first-ever Hydration Assistant Scouting Combine in Los Angeles. Athletic trainers from pro and college football teams competed in a series of five water-based combine drills. This included a 40-yard dash with water in-hand and an eight-water-case bench press. Travis Poulson topped the game stats and won a one-year US$100,000 sponsorship deal.

“Brands throw insane endorsement contracts at pro athletes all the time – but being the fastest-growing water brand of all time, we know that athletes aren’t the only ones in pro football who deserve to be famous,” stated Andy Pearson, vice-president of creative at Liquid Death. “We’ve supported all kinds of amazing people in the music, arts, action sports and comedy scenes. It only made sense that our first sponsored person in football would be the top hydrator in the game.”