Fire Mountain Beverage Co. recently sponsored the L.A. Watts Summer Games, the nation’s largest high school athletic competition, demonstrating its commitment to the community that has fueled its success. According to CEO Anthony Miller, the sponsorship aims to support elite high school athletes by giving back to the markets that support the company’s sales, promoting healthy living through education.
Driven by initiatives like the Pupil Nutrition, Health and Achievement Act of 2001, California schools have shifted away from sugary, carbonated beverages, opting for healthier alternatives like juices, select sports drinks, diet sodas, and bottled water. Major beverage distributors have followed suit, discontinuing the sale of sugary drinks in public schools nationwide.
Fire Mountain’s Five O2 oxygenated bottled water, enriched with vitamins A and C, niacin, potassium, and calcium, presents a nutritious alternative to beverages high in sugar, caffeine, sodium, and carbohydrates. Available in appealing fruit flavors, Five O2 aims to demonstrate to teen athletes that healthier hydration options exist.
The L.A. Watts Summer Games, established in 1968 in response to the racially charged riots in Watts, sought to build understanding and camaraderie among high school students. Today, the games encompass competitions for both boys and girls in a diverse range of activities, including soccer, track and field, volleyball, tennis, cheerleading, music, art, and poetry. Nearly 200,000 young people have participated to date.
Recognizing achievements beyond athletics, the games expanded their mission to include academics. A scholarship program was established in 1992 to support youth dedicated to community service through volunteerism.