Hip Hop Mogul Russell Simmons Invest In Celsius Negative Calorie Beverage
Kanye West rapped about “The New Workout Plan” in 2004. Russell Simmons believes that he’s discovered one with Celsius. “If you drink a Celsius,” Russell Simmons says during an exclusive interview with HipHopDX, “you lose 100
Kanye West rapped about “The New Workout Plan” in 2004. Russell Simmons believes that he’s discovered one with Celsius.
“If you drink a Celsius,” Russell Simmons says during an exclusive interview with HipHopDX, “you lose 100 calories without working out.”
The Def Jam Recordings co-founder discovered Celsius about two years ago when he moved to Los Angeles. He was working out at the Earthbar in Los Angeles, read the drink’s ingredients and thought that it was healthier than other energy drinks he often consumed. Simmons started drinking it. That turned to having cases of it delivered to his home.
When photographer Johnny Nunez noticed the drink at Simmons’ house, Nunez told Simmons he knew the company’s owners. Once Simmons met them and began a dialog with them, he assembled a team of investors he thought would add value, not only money, to the company. Joining Simmons as investors are ex-wife Kimora Lee Simmons and her husband, Tim Leissner, among others. In 2015, the group made a total investment of $15.95 million into Celsius via the private investment company Horizons Ventures, according to a press release.
Given that he’s a yogi and a vegan, Simmons tries to live a healthy lifestyle, something the New York native says Celsius, which was founded in 2004, can be a part of.
“I’m only going to give people what I use myself,” he says. “I liked it so much that I went and invested in it. I thought, ‘There’s nothing like it on the market. It’s totally unique in terms of its qualities and its attributes. It’s also something that was my guilty pleasure.”