Nature's Gatorade

When Boston Celtics forward Kevin Garnett was rehabbing a knee injury, his new massage therapist turned him on to the benefits of an all-natural lifestyle. "I've been doing yoga, eating right," he says. He also began drinking coconut water, which, like sports drinks, helps athletes to replenish potassium, sodium, and electrolytes lost in sweat. Coconut water presented a problem, however: Since 2004, Garnett has endorsed Gatorade, starring in memorable ad campaigns including last year's "The Quest for G."

Garnett now says that quest is over. Last month, he signed on to rep Zico coconut water, which was founded in 2004 in Hermosa Beach, Calif., when CEO Mark Rampolla decided that the world needed a natural sports drink. "This is not a financial deal for him," says Rampolla, who added that KG, now Zico's highest-profile spokesperson, was motivated by his impact on kids. "He's walking away from a multimillion-dollar opportunity."