"Take a Sheet"- The New Way to Do Energy

NEW YORK, May 4, 2011 /PRNewswire/ -- PUREBRANDS, LLC, a holding company that creates, acquires and markets proprietary and differentiated consumer products, announced today the launch of a game-changing energy delivery system named Sheets™ energy strips – "the new way to do energy."  The co-founders, LeBron James and proven brand builders Warren Struhl, Jesse Itzler, and Maverick Carter, are set to tap into the emerging dissolvable strip market starting with Sheets™ energy strips.  

Sheets™ paper-thin dissolvable strips are placed on your tongue, begin to dissolve instantly and are easily swallowed and digested delivering hours of energy. Sheets™ taste great, won't spill or melt, have no calories, no carbohydrates, no sugar, and require no water. One serving of Sheets™ contains caffeine comparable to a cup of the leading premium coffee as well as vitamins B and E.

"Taking a Sheet™ is part of my pre-game and halftime ritual," said co-founder LeBron James. "I've tried tons of other products in the past and none compare.  Sheets™ are a smart and convenient way to get energy."  LeBron James' business partner and Sheets™ co-founder Maverick Carter said, "Sheets™ are an effective and innovative way to deliver energy. We fell in love with the concept and potential."

Sheets™ were developed over years of research with top physicians, scientists, professional athletes, and their trainers. Sheets™ uses proprietary technology that provides a breakthrough delivery system enabling consumers to get energy, whether in competition, at work or at home.  Each Sheet™ is individually wrapped in a thin and convenient pouch giving consumers the option to carry Sheets™ in their wallet or pocket. Try doing that with an energy drink or a cup of coffee!

"I'm excited that Sheets™ has cracked the code on energy delivery.  Our athlete and celebrity partners have played a key role in the innovation process and worked collaboratively with our world-class scientists to make the best possible energy product on the market.  We're thrilled to launch Sheets™ today and look forward to working with the team to develop future products using our proprietary Sheets™ technology," said CEO Warren Struhl.  

The launch of Sheets™ will be supported initially by a $10 million marketing campaign leveraging athlete and celebrity involvement by co-founder LeBron James and partners Amar'e Stoudemire, Drake, Ray Rice and others. The campaign will incorporate social media, traditional advertising, and massive sampling programs.

The Sheets™ team is also proud to announce its unparalleled partnership with international recording artist Pitbull. Pitbull and his team will spearhead the brand's entire Hispanic marketing efforts creating innovative advertising, marketing and promotional initiatives to reach Latino consumers worldwide.

"I approached the Sheets™ team after using the product and becoming a believer," said Pitbull. "Like any product I get involved with my main goal is always to empower the Latin community," he added. "The guys at Sheets™ handed me and my crew the keys to make sure it's done the right way." The move signifies a powerful shift from artist to marketing executive for the chart topping performer.

Retailers are equally impressed with Sheets™. "Since being introduced to Sheets™, we have been excited about this revolutionary delivery system in this hot category. The uniquely powerful combination of the Sheets™ management team and its star-studded marketing program really made us take notice of the Sheets™ brand," said Ted Deitrick, Vice President, Merchandising at GNC. "Sheets™ are a perfect fit for our core customer – athletes and people with an active and healthy lifestyle."   

About PureBrands, LLC:

PureBrands, LLC, is a holding company that creates, acquires and markets proprietary and differentiated consumer products. It is the vision of a world-class team of physicians, scientists, athletes and entrepreneurs all on a quest to deliver products that promote energetic, balanced and healthy living.  The PureBrands team is dedicated to creating and selling revolutionary solutions to address a wide range of consumer lifestyle and wellness needs using proprietary wearable, topical, transdermal, and oral nutritional delivery systems.  The company's inaugural product will be Sheets™ energy strips due to launch in June 2011. Some of the world's best athletes and hottest entertainers are founding partners and/or investors in PureBrands, including superstar athletes LeBron James, Serena Williams, and Amar'e Stoudemire, as well as award-winning entertainers Drake and Pitbull.

About Warren Struhl – Co-Founder & CEO

Warren Struhl founded his first business, PaperDirect, Inc., at age 25, with sales topping $100 million before being sold to a Fortune 500 company 5 years later.

Since the sale of PaperDirect, Warren has spent the past 18 years launching, investing in and advising a portfolio of 30+ companies including Register.com, Genesis Direct, Vitals.com, White Cloud Consumer Products, It'Sugar, Salad Creations, American Registry, and CareWell VIP.

In 2003, Warren founded the consumer product company Dale and Thomas Popcorn. Its major brand, Popcorn, Indiana, has quickly established itself as the first national premium popcorn brand and today is sold in over 150,000 locations worldwide.

In 2008, Warren acquired Successories, Inc., the 25-year old company that is the market leader in inspirational, motivational, and recognition products.

Warren's successes have been featured on CNBC, Fox and MSNBC, and in 1994, Warren was the Ernst and Young Entrepreneur of the Year in New Jersey and was named Entrepreneur of the Week by Yahoo Finance in 2008. Warren has authored several articles in Inc Magazine about entrepreneurship and in 2010 Warren authored his first book: "Starting Them Up - An Inside Look at the Life of a Start-Up."

About Jesse Itzler – Co-Founder

Itzler is the Co-Founder and former Vice Chairman of Marquis Jet Partners, the world's largest private jet card program. Marquis Jet was acquired by Warren Buffett's Berkshire Hathaway/NetJets in November 2010.

Itzler's path to success has been unconventional.  Signed as a rapper to Delicious Vinyl Records in 1991, Itzler rapped his way up the Billboard Charts in the early 90's. He also penned songs for Grammy nominee Tone Loc and wrote and performed the NY Knicks anthem "Go NY Go".  In 1996 he and his partner formed Alphabet City Records, a music and marketing firm which they sold to SFX Entertainment two years later.  Itzler has created marketing campaigns for Foot Locker, Coca-Cola, Sprite and created the Emmy award winning "I Love This Game" music campaign for the NBA.

Itzler recently founded a brand incubator whose current interests include PureBrands/Sheets™, ZICO Coconut Water and Voli Spirits - maker of the world's first low calorie vodkas.

In 2006 Itzler established The 100 Mile Man Foundation.  In November of that year he ran 100 miles non-stop in under 24 hours to raise money and awareness for 10 charities. The Foundation has raised over $3 million to date supporting dozens of charitable causes.  Itzler has completed over 20 marathons and was a member of the USA Masters Basketball silver medal team in the 2009 Macabbiah games.

About Maverick Carter – Co-Founder

Maverick is the founder and CEO of LRMR Marketing, a marketing firm committed to developing and executing successful partnerships between brands and the world's most recognized talent.  The company was formed in 2006 from the longtime relationship between LeBron James and Maverick, LeBron's business partner, manager and advisor.

Recently it was announced that Maverick and LeBron have joined forces with Fenway Sports Management (FSM), one of the world's premier sports ownership groups, to pursue mutually beneficial equity, sponsorship, endorsement, and ownership opportunities. The FSM-LRMR relationship offers a fresh paradigm in the sports marketing industry, combining unique areas of expertise and star power to sustain an elite position in the increasingly-competitive sports marketing landscape.  As part of the strategic business partnership with FSM, Maverick acquired an interest in the Liverpool Football Club of the English Premier League, ranked as the sixth most valuable football team in the world by Forbes.

Maverick also spearheaded the Beats by Dr. Dre infusion into the sports world by leading the company's sports marketing initiatives.

In 2008, Sports Business Journal named Maverick as one of the 20 Most Influential Sports Agents.  That same year, he joined Bill Gates, Michael Dell and Barry Diller in Business Week's feature on top CEOs who reached their corporate top spots without bachelor's degrees.

SOURCE PureBrands, LLC