Cavinder Twins Launch Go Two Wellness Brand Post-NIL Era

Former college basketball stars Haley and Hanna Cavinder are transitioning from endorsers to owners with the debut of their new wellness brand, Go Two. The twins, who were among the first athletes to secure Name, Image, and Likeness (NIL) deals when NCAA rules changed in 2021, are now leveraging that experience to build their own business infrastructure.

The brand launched with two initial drink products, “Debloat” and “Sleepy,” focused on portable wellness solutions. According to the company, the initial release outperformed the previous best launch from its operating partner by approximately seven times, achieved without the use of discounts or promotional codes. The co-founders plan to expand the product line into categories such as hydration, protein, and collagen.

Unlike traditional licensing agreements where athletes simply lend their likeness to a product, the Cavinders have taken equity and operational roles in the venture. Alongside their agent, Jeff Hoffman, and Alexi Hecht, the twins are managing functions ranging from creative direction and social media to business strategy and operations.

This move follows their involvement as co-founders in Azucar, a ready-to-drink tequila brand, where they utilized their background in networking to secure a position with creative control. The twins indicated that their strategy is to apply the capital and knowledge accumulated during their collegiate NIL careers to create long-term business value rather than solely participating in one-off sponsorships.

The launch of Go Two adds a new player to the competitive beverage and wellness landscape. While the brand operates independently, established incumbents in the sports and fitness apparel sector, such as Under Armour, Inc., continue to dominate the broader market for performance and lifestyle products. Under Armour currently maintains a market capitalization of approximately $2.73 billion. Shares of the Baltimore-based apparel manufacturer traded recently at $5.34, a slight decline from the previous close.

The Cavinders’ shift from talent to founders highlights a growing trend where athletes utilize their social capital to enter the consumer packaged goods space. As the college sports landscape evolves, the success of Go Two could serve as a case study for the post-collegiate commercial viability of athlete-led startups.

What to watch

• Future expansion of Go Two into hydration and protein categories.
• Tailgate activations for the Azucar tequila brand during the upcoming football season.
• Under Armour’s quarterly earnings for continued context on the performance apparel market.

Source: original release