Originally launched in 1994 by the founder of the Hard Rock Café, Hype Energy was heavily involved in motor-sport in its early years; first by sponsoring the Arrows Formula One team and subsequently Benetton F1, Williams F1, a NASCAR outfit and several motorbike teams. Associated with the Formula One party lifestyle and with a strong presence in the paddock, Hype Energy committed huge funds to sponsorship in order to achieve global recognition and establish worldwide distribution.
In 1997, Bertrand Gachot signed a distribution agreement with Hype Energy drinks with a view to introduce the products to France. Gachot was a Formula 1 driver, further solidifying sport and racing as a pillar of Hype’s brand. As a F1 driver Gachot completed a full season with the Larrousse team in 1992 and finished sixth at the Monaco Grand Prix. Outside of Formula 1, Bertrand Gachot won the 24 Hours of Le Mans title in 1991 with Jonny Herbert and Volker Weidler.
In 2000, Bertrand Gachot joined the Hype Energy Drinks leadership team and restructured the company. He kept four Hype Energy products in its portfolio: Hype MFP with strawberry and cranberry, Hype Energy Morning Rush with a citrus flavor, Hype Passion Attack with passion fruit and Hype Night Boost with peach.
John Jansheski, President of Hype Energy Drinks USA, launched Hype products in Tennessee with a huge party in Nashville. Kim Kardashian West launched Hype alongside the Hype Energy’s brand ambassadors; singers Craig David and Aryana Sayeed, and Formula 1 drivers Nico Hülkenburg and Sergio Perez. Jansheski is a fashion photographer and contributor to L’Uomo Vogue, and founder of DenTek. He has personally shot photos and videos of Kim Kardashian West and Candice Swanepoel for Hype Energy’s launch.
Today, the Hype Energy drinks range comprises of Hype Energy MFP, Hype Energy MFP Sugar Free, the low-calorie Hype Energy Enlite, Hype Energy Up, Hype Energy Mojito, the Hype Energy Shot and the newest flavor, Hype Energy Afterdark. Hype Energy drinks are now available in over 45 countries worldwide.