Kobe Bryant has remained noticeably busy since retiring from the NBA. Following his monumental Oscar win, the hoops legend now shares a new campaign for BodyArmor, an up-and-coming, independently owned sports drink. Under Kobe’s creative direction, BodyArmor sends shots at its biggest competitor, Gatorade, with a series of cheeky clips.

The campaign suggests that Gatorade’s formula is outdated, while BodyArmor rewards athletes with “all natural flavors, sweeteners, and no artificial colors.” The visual onslaught then stars the likes of NBA ballers James Harden and Kristaps Porzingis, WNBA star Skylar Diggins-Smith, and MLB standout Mike Trout. All four athletes are in turn shareholders of BodyArmor.

During its inception in 2012, BodyArmor joined a category that was largely dominated by Gatorade (80 percent). Now, experts predict that by 2019, BodyArmor will have cornered 10 percent of the market.

In related news, if Supreme owned an NBA team, these players would be on the roster.

Not NYC, not LA.