Amita, a brand of Coca-Cola Tria Epsilon, is proud to announce its new strategic partnership with Greek international basketball player and NBA star Giannis Antetokounmpo, who will serve as Brand Ambassador.
According to a related press release, this partnership brings together a historic juice brand with a world-renowned athlete-icon, united by shared values: care, authenticity, trust, familiarity, consistency over time, and respect for all that has shaped our identity over the years.
This collaboration is based on a shared philosophy that highlights the importance of authentic moments and a steadfast presence. Giannis is a prime example of a journey of continuous growth, from his first steps in Athens to global recognition. His personal journey is deeply connected to his roots, his memories, and his consistency over time. Through the stories he shares about his childhood, the value of the care hidden in the small, everyday gestures that shaped his character becomes evident: a person who cares deeply for his family, his friends, his loved ones, and the wider community. Through this connection, Amita highlights that legacy is something deeply personal: it is the people, places, values, and moments that shape us as we move through life.
In this context, Amita and Giannis Antetokounmpo will launch a new, dynamic 360-degree communications campaign, inspired by their shared values. This campaign will remind us that true care comes from those who truly love us and remains etched into our very identity.
At the same time, Amita, among other things, actively supported the Antetokounmpo family’s social initiatives by sponsoring the CAFF Family Day x Desmos event in Athens. This initiative aims to empower families in need through a day filled with sports and activities for young and old alike.
Giannis Antetokounmpo said: “I am very happy about this partnership with Amita, a brand that has built a strong and authentic connection with Greek consumers. Amita is not just a brand with a long history in the Greek market; it is part of the memories and daily lives of many generations. This philosophy resonates deeply with me, because I believe that true value is created through consistency, authenticity, and the lifelong relationships we build with people.”
Dionysia Simatou, CCH Brands Marketing Director at Coca-Cola Tria Epsilon, stated: “It is with great pleasure that we welcome Giannis Antetokounmpo to the Amita family. Giannis stands out internationally for his remarkable athletic achievements and his work ethic. These qualities inspire and align with Amita’s philosophy. Together, we continue to raise the bar and inspire future generations.”