Celsius

Every energy drink fought for the same shelf. Red Bull owned convenience stores. Monster owned gas stations. Celsius had no distributor, no shelf space, no route trucks. Nearly bankrupt in two thousand and fifteen with revenue under twenty million, the company went somewhere the giants never looked. The gym. Celsius gave cases to fitness influencers and personal trainers. Not celebrities. Micro-influencers who filmed workouts daily. Trainers handed cans to clients between sets. The product appeared in gym selfies and locker room mirrors. The gym floor became the billboard. Demand built from the bottom.