Kevin Durant has signed an endorsement deal with Sparkling Ice, moving away from the typical sports drink associations for athletes of Gatorade and Powerade, Darren Rovell of reports. 

Durant, who last has a contract with Gatorade, told that he wants to set trends away from the basketball court, where he has become one of the NBA’s household names. 

“I’ve always challenged myself on the basketball court, but this offseason is really the first year I’m challenging myself off of it — on the business side,” Durant told “This is a brand I drink every day that I love and I wanted to be a part of it. I want to help them get to the next level.”

Sparkling Ice is a growing brand, and its association with Durant should only help sales. The company, which pulled in $25 million in business in 2010, expects to make $500 million in revenue in 2014, according to 

Durant steered himself toward the Sparkling Ice brand, Michael Yormark, president and chief strategy officer of Roc Nation Sports, told 

“He told us that this brand was already a part of him and he wanted to have an off

icial relationship,” Yormark said.