Demidov signs on with BEHY
By Rob Bale
BEHY, a Quebec-based company specializing in sports hydration products, has signed a promotional agreement with professional hockey player Ivan Demidov of the Montreal Canadiens. He will participate in a new advertising campaign called “Rise Naturally” that will promote the launch of a new flavour developed in collaboration with Demidov.
“We created BEHY to offer a sports hydration solution that is natural, local and places health at the heart of performance,” said Étienne Boulay, co-founder of the company. “Ivan shares this vision. Beyond his talent on the ice, he demonstrates a genuine desire to immerse himself in Quebec culture and represent a more balanced approach to performance.”
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