According to the company, professional basketball stars Kyrie Irving, Chris Paul and others are investing heavily in plant-based Beyond Meat. It states that "athletes intuitively understand the connection between what they put in their body and how it performs, with these individuals seeing Beyond Meat as 'The Future of Protein.'" New Beyond Meat investors and ambassadors also include Shaquille O’Neal, DeAndre Jordan, Victor Oladipo and Luke Walton from the basketball ranks, as well as olympians Lindsey Vonn and Shaun White. The company has also snagged support from celebrities like Leonardo DiCaprio, Snoop Dogg, Common and Jessica Chastain.
The new roster of supporters is being unveiled as part of the brand’s new Go Beyond campaign, which spotlights the "inner spirit and drive to reach the unattainable – the same spirit that created Beyond Meat" and propels its mission to build meat directly from plants. “After playing the amount of games, doing the amount of recovery stuff, working out as much as I do, it demands a very specific diet. Beyond Meat is the best thing that I could be a part of and it only helps me better perform as an athlete,” said Irving,
The Beyond Burger totes a design focused on looking, cooking and satisfying like beef, but is made entirely from plants, without GMOs, soy or gluten. According to the company, the Beyond Burger has more protein than beef, with less saturated fat and is less intensive on the environment - requiring 99 percent less water, 93 percent less land, nearly 50 percent less energy and emitting 90 percent fewer greenhouse gas emissions than a quarter-pound beef burger.