The partnership stems from a mutual admiration between the two parties: Pete is a big fan of Craze® and the other products in the Driven Sports catalog, and everyone at DS loves to watch Pete’s crazy videos!

Originally a competitive eater, Furious Pete took his extraordinary abilities to the Internet via YouTube, putting his own twist on eating challenges. These challenges have included sheer volume - including 6lbs of cheesecake in merely minutes – to his ability to consume the hottest chili in the world or perform a keg stand with a bottle of vodka and live to tell the tale.

“We’ve been friends for a while now through the Bodybuilding.com forum,” said Driven Sports, Inc. VP of Operations, Matt Cahill. “We watch his YouTube videos in the office all the time and the fact that he can stay in such great shape in spite of these contests is testament to his work ethic at all other times.” Cahill added, “He has a ton of charisma and a look that really fits with the DS ethos.”

Driven Sports and Furious Pete have not just teamed up on paper and video. In fact, during a business meeting last year Pete suggested a flavor of Craze® that Driven Sports has agreed to produce and license his likeness for. In coordination with new episodes of his German television show, kabel eins: abenteuer leben - täglich wissen, a limited edition run of “Furious” Melons – a Furious Pete endorsed flavor of Craze® - will be exclusively available in Germany and the rest of Europe this Spring through PredatorNutrition.com.