Kobe Bryant hung up his basketball shoes with the goal of conquering the business world the same way he dominated the hardwood.
One key part of that plan resides in a small but rapidly growing sports drink company called BodyArmor. Bryant invested and began working tirelessly to turn the brand into a competitor for industry titans Pepsi's Gatorade and Coca-Cola's Powerade.
The company has set an ambitious goal of being the number one sports drink by the year 2025.
CNBC got behind-the-scenes access with Bryant while he met with CEOs of convenience stores and touted his product at NACS Show 2017, a retail trade show.
Five years ago, Bryant met Mike Repole, the Queens native credited with the creation of VitaminWater and SmartWater, billion-dollar drink brands that Coca-Cola purchased in 2007.
Repole said he left industry but returned when he spotted an opportunity to create a healthier sports drink.