By Brett Glatman
Professional athletes are changing how we think about nutrition. They’re moving away from traditional junk food endorsements. Instead, they’re championing organic and plant-based brands that align with their health values.
The sports nutrition market is booming. It’s projected to reach $76.22 billion by 2031, according to Kings Research. Athletes are at the forefront of this transformation, using their platforms to promote clean eating and sustainable food choices.
Why Athletes Choose Organic and Plant-Based
The shift is clear. More than 42% of consumers now demand plant-based and clean-label supplements. Athletes are leading this charge, driven by health, performance, and ethical concerns.
Research shows plant-based diets can reduce inflammation and speed up recovery. These benefits matter for peak performance. Athletes report higher energy levels, quicker recovery times, and better overall health after switching to plant-based nutrition.
Tom Brady: GOAT of Healthy Eating
NFL legend Tom Brady launched GOAT Gummies in June 2025. The gummies are organic, vegan, and made from real fruit. They contain no artificial sweeteners, dyes, or flavors.
Brady also partners with TB12, his performance brand. It focuses on plant-based nutrition and organic supplements. His 2017 collaboration with Purple Carrot created TB12 Performance Meals—gluten-free, protein-rich options free from dairy and processed meats.
Lewis Hamilton: Plant-Powered Racing
Formula 1 champion Lewis Hamilton went fully vegan in 2017. His motivation? Health concerns, family medical history, and animal welfare. Hamilton has won four additional F1 championships since making the switch, bringing his total to seven.
Hamilton supports Neat Burger, a plant-based fast-food chain. He’s also invested in Goodness Gracious, offering organic and plant-based snacks. “I’ve won four world titles since then,” Hamilton told Vanity Fair. “I’ve been more consistent than I ever was in the past.”
Venus Williams: Tennis Star Turns Plant-Based
Seven-time Grand Slam champion Venus Williams adopted a plant-based diet in 2011. She was diagnosed with Sjögren’s syndrome, an autoimmune disease causing fatigue and joint pain. The dietary change helped her regain her health and return to competitive tennis.
Williams initially followed a raw vegan diet. She now includes cooked plant foods like rice, potatoes, and lentils for post-workout recovery. She credits plant-based eating with higher energy levels and mental clarity on court.
Chris Paul: NBA Star Builds Vegan Empire
NBA All-Star Chris Paul is building a vegan food empire. In June 2025, his plant-based snack brand Good Eat’n rolled out to over 1,000 Walmart stores nationwide. The brand launched Dairy-Free White Cheddar Popcorn in March 2025.
Paul has invested in multiple plant-based companies. These include Wicked Kitchen, Koia protein shakes, and Veggie Galaxy restaurant. He also brought vegan vending machines to HBCU campuses, making healthy food more accessible.
Deatrich Wise Jr.: NFL Defender Goes Vegan
Washington Commanders defensive end Deatrich Wise Jr. switched to a plant-based diet after his rookie season in 2017. The change paid off. He gained muscle mass and improved his weight training numbers to personal bests.
In 2024, Wise Jr. became a part-owner of Veggie Galaxy in Boston. The restaurant launched the “Wise 91” burrito in August 2025 to celebrate his partnership. “This burrito is packed with energy, flavor, and heart,” said Wise Jr. “Exactly how I like to play the game.”
Ed McCaffrey: Retired Receiver Launches Plant-Based Snacks
Retired NFL receiver Ed McCaffrey launched McCaffrey Protein Bites in March 2025. The plant-based, gluten-free snack comes from his company, McCaffrey Brands. The product targets athletes seeking clean nutrition without compromising on taste.
Novak Djokovic: Olympic Gold on Plants
Tennis champion Novak Djokovic won gold at the 2024 Paris Olympics. He’s followed a plant-based diet for over a decade. The Serbian star has 24 Grand Slam titles and credits his diet for faster recovery times and sustained energy.
Djokovic was an executive producer on “The Game Changers” documentary. The film showcases plant-based diet benefits for athletes. “It is possible to be plant-based and recover well, to have strength, to have muscles,” Djokovic stated at the Australian Open.
Serena Williams: Champion Promotes Plant Power
Tennis legend Serena Williams has endorsed Forager Project. The company specializes in plant-based and organic dairy-free products. Williams has been largely plant-based while training, crediting the diet for supporting her championship performance.
LeBron James: King Invests in Clean Eating
LeBron James partnered with Blaze Pizza, offering healthier options with organic ingredients. He invested in The Ladder, a health and wellness brand offering supplements with clean, natural ingredients. The NBA superstar’s commitment to nutrition supports his legendary longevity in basketball.
Megan Rapinoe: Soccer Star Supports Sustainability
U.S. women’s soccer star Megan Rapinoe supports Oatly, the oat milk company focusing on sustainable, plant-based products. Her endorsement reflects growing athlete awareness about environmental impact and food choices.
Mike Tyson: Boxing Legend Goes Vegan
Former heavyweight champion Mike Tyson invested in Mr. Charlie’s Told Me So in 2024. The QSR chain is dubbed the “vegan McDonald’s” on social media. Tyson is passionate about the brand’s mission to help and hire people from the homeless community.
Bode Miller: Olympic Skier Chooses Organic
Olympic gold medalist Bode Miller endorsed Orgain. The brand specializes in organic protein powders and shakes designed for athletes and health-conscious consumers. Miller’s partnership highlights the growing demand for clean sports nutrition.
Kyrie Irving: Hoops Star Backs Plant-Based
NBA player Kyrie Irving partnered with Beyond Meat to support his plant-based lifestyle. The partnership reflects his commitment to looking and feeling like the superstar he is through better nutrition choices.
Impossible Foods: First Plant-Based Meat Certified for Athletes
In October 2025, Impossible Foods made history. Their Impossible Beef and Impossible Burger became the first plant-based meats to earn NSF Certified for Sport status. This certification is a game-changer for professional athletes.
The certification ensures products are free from banned substances. It also verifies nutritional claims are accurate. Organizations like the MLB, NHL, and NFL trust this certification. Impossible products will now be available in foodservice operations across these leagues.
The Clean Label Movement
Athletes are driving the clean-label movement in sports nutrition. More than 47% of brands are launching products focused on clean, allergen-free, and plant-based formulations. Athletes want transparency about what they put in their bodies.
Clean-label certifications like Non-GMO, Organic, and NSF Certified for Sport are becoming purchase drivers. Athletes choose brands that emphasize transparency, traceability, and clean ingredient sourcing.
The Future of Athlete Nutrition
The sports nutrition market is evolving rapidly. Plant-based diets are no longer niche. They’re mainstream among elite athletes. The demand for vegan-friendly supplements has led to a 39% increase in new product lines containing pea, rice, and hemp protein blends.
Athletes are proving that plant-based diets support peak performance. They’re breaking records, winning championships, and extending their careers. Their endorsements are educating fans about the benefits of organic and plant-based nutrition.
Making the Switch
Athletes emphasize that plant-based eating doesn’t mean sacrificing protein or performance. Plant foods provide plenty of protein through lentils, beans, legumes, grains, nuts, seeds, and soy products. These sources offer essential amino acids for muscle growth and repair.
The key is proper planning and variety. Athletes consume nutrient-dense plant foods that provide energy and protein for peak performance. Many work with nutritionists to ensure they meet all dietary needs while maximizing benefits.
Conclusion
Professional athletes are using their influence to promote healthy, sustainable food choices. They’re investing in plant-based brands and sharing their experiences with fans. The results speak for themselves—championship wins, improved recovery, and better overall health.
The movement toward organic and plant-based nutrition in sports is more than a trend. It’s a fundamental shift in how athletes approach food and performance. As more athletes share their success stories, the message is clear: plant-based eating supports peak athletic performance.
