The company unveils a collaboration with the athlete that will include Isotonic drinks, Lavitan Effervescent, and Lavitan Drops, reinforcing the brand's commitment to offering innovative solutions for hydration and athletic performance
São Paulo, February 2025 – Cimed, Brazil’s third-largest pharmaceutical company by sales volume, announces soccer player Neymar Jr. as the new ambassador for the Lavitan hydration line. The brand, which is the No. 1 vitamin brand in Brazil, is entering a new phase in which it will position itself not only as a leader in health and nutrition but also as a symbol of lifestyle.
The products from the collaboration with the athlete will include isotonic drinks, Lavitan Effervescent, and Lavitan Drops, reinforcing the brand’s commitment to offering innovative solutions for hydration and athletic performance. All products will be part of the Lavitan nutrition category, recently launched within the brand’s portfolio, with more than 20 new product launches planned for the first half of 2025. The new line, developed in partnership with the athlete, is expected to further strengthen Lavitan’s market presence, strategically contributing to the goal of reaching R$ 550 million in revenue by 2025.
Just like major global brands that transcend their products and become cultural phenomena, Lavitan is committed to building an aspirational community. The presence of Neymar, a global sports icon, amplifies this connection: consuming Lavitan will not only be a health choice, but a lifestyle experience. Part of the strategy for the new line, in partnership with the player, includes the launch of limited-edition products, exclusive activations, and a strong presence at sports and entertainment events.
“Having Neymar as a Lavitan ambassador is an important step in building a brand that is even more closely connected to the well-being, performance, and healthy lifestyle he represents. Neymar is a global icon whose influence extends far beyond sports, and we’re very excited to have him on our team, showing the public that health and performance are part of everyday life, both on and off the field,” says João Adibe, CEO of Cimed.
Lavitan’s entry into the nutrition category is a strategic move by Cimed, driven by the growing demand for products focused on wellness and improved health. Functional hydration, an essential part of this trend, is booming: the sports drink market grew by 22% last year, while the market for sports-focused products grew by 48%.
According to data from Scanntech, the leading market intelligence platform for consumer goods, consumption of functional foods—including sports drinks—has skyrocketed, reflecting the pursuit of a healthier lifestyle. The segment already accounts for approximately 200 million units annually in the country—the equivalent of one product per Brazilian.
“The nutrition sector is booming, and Lavitan is here to revolutionize this market by offering innovative, affordable products backed by disruptive marketing. “This partnership with Neymar reinforces our commitment to bringing health and quality of life to an ever-growing number of Brazilians, as we remain steadfast in our growth plan to reach R$10 billion in revenue by 2030,” adds João Adibe.
This expansion is part of the Nova Era project—the business plan that will drive the company’s revenue to R$ 10 billion by 2030—consolidating the group’s position as the largest health and wellness company in the country.
About CIMED
Cimed is Brazil’s third-largest pharmaceutical company in terms of sales volume. With a 48-year history, sports are an important pillar of its DNA. The company believes that sports are essential for building and strengthening core values that are fully aligned with the company’s own values, such as team spirit, a positive attitude, and the constant pursuit of victory. As one of the biggest supporters of Brazilian sports, with a long history in the field, the company sponsors the Brazilian National Soccer Team and Cruzeiro, and its CEO, João Adibe, serves as head of the delegation. The pharmaceutical company recently announced its support for Olympic athletes and the São Paulo High-Performance Sports Center (NAR), including, among other initiatives, the “Fly Now” Project, which initially consists of funding nutritional supplements for Brazilian athletes through the Lavitan brand, reinforcing its commitment to Brazilian sports with an eye toward the 2028 Olympics.
