Chicago Startup Merges Recovery Supplements With Social Cocktails

Founded by former NCAA athletes and advertising veterans AJ Hassan and Emily Doskow, the company seeks to disrupt the "after-hours" market. Their product targets active consumers who want to maintain fitness goals without sacrificing social experiences. Each 12-ounce can includes 5 grams of protein, 1 gram of creatine, electrolytes, and L-theanine, formulated to function as both a post-workout recovery aid and a sophisticated drink for watch parties or happy hours.

The initial lineup features three distinct profiles: The Hotshot (Spiced Ginger and Lemon), Underdog (Blackberry and Vanilla), and Sweet Victory (Crisp Lime). The co-founders, who previously contributed to major beverage brands like Miller Lite and Coca-Cola, identified a void in the market for drinks that feel adult and social while delivering functional wellness benefits. By launching at the Chicago Sky game, the company aims to embed itself directly into the city's professional sports culture. Fans attending the game on August 23 can sample the beverages on the arena’s main concourse, with the product currently available for national shipping via the brand's website.