Olympian Kickstart

Celebrity endorsement gives Austin venture big boost

The Wall Street Journal "How Phelps Became the Face of PureSport - WSJ.com" reports that 8-time gold medal winner Michael Phelps is a pitchman and equity stakeholder in Human Performance Labs LLC, an Austin-based startup with a protein energy drink. The company is led by Michael Humphrey, a former sales executive with Broadcast.com and CBS Corp.'s Simon & Schuster.

Because of Phelps, the company received $5 million from Terry Gilmore, an oil, gas and real estate investor, in January.

The Journal article describes what would be every startup's dream come true: "In Beijing, every time Mr. Phelps emerged from the pool at the Water Cube, a coach handed him a plastic bottle filled with PureSport's protein and carbohydrate-filled cocktail. 'About halfway through the meet, people started knocking on my door asking me what I was drinking and if they could have some,' Mr. Phelps said during a recent interview." .:.