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Travis Kelce is keeping busy during the off-season with a new music festival, a new TV show, and now a new partnership with ZenWTR, the popular vapor-distilled alkaline water brand.

The three-time Super Bowl champ joins ZenWTR for a new campaign entitled “Find Yours,” with Kelce touting the importance finding “the best version of oneself” to achieve “peak performance.” In the accompanying ad spot, the football star talks about the importance of hydration, calling it “the biggest thing that you can do to get yourself ready, every single day.”

ZenWTR says it was a no-brainer to team up with Kelce on the new campaign, calling the Kansas City Chiefs tight end an “inspiration for millions,” who “emphasizes the importance of self-discovery and perseverance in achieving one’s goals.”

In behind-the-scenes videos from the ad spot, Kelce reveals his greatest lesson over the last year has been to find “balance” when it comes to work and relationships. “The balance is really just friends and family,” he shares, “and making sure I find time for that aspect of my life.”

The same thought applies to his football career, as Kelce prepares for the upcoming 2024-25 NFL season. “I feel like that’s the biggest thing in terms of growth,” he says, shouting out his coaches and teammates: “just having people around you that can check you, but also give you confirmation and reassurance that you’re doing things the right way.”

Kelce also addresses some of the criticisms he’s faced, both on and off the field. “I feel like the biggest thing is you gotta be able to have fun with it,” he says, about dealing with haters and naysayers. “Know that all shots taken aren’t personal. Everybody’s got a job out here,” he adds. “You know, sometimes it’s somebody’s job to take a shot at you to raise some spark.”

His best advice for staying zen (pun intended): “Staying out of the comments if you’re not ready for them.”

Kelce is just one of a number of new ambassadors for ZenWTR. Other athletes joining the Super Bowl champ as part of the brand’s “Find Yours” movement include World Surf Champion Kelia Moniz, Las Vegas Raiders defensive end Maxx Crosby, new Minnesota Vikings draft pick JJ McCarthy, and Houston Rockets’ Cam Whitmore.

ZenWTR calls its vapor distillation process “the gold standard in water purification.” The bottled water brand is also the world’s first beverage to be certified plastic-negative, meaning they recover and recycle more plastic than they produce.

The new ZenWTR campaign comes on the heels of Kelce’s recent “Kelce Jam” festival in Kansas last weekend, which featured headlining performances from 2 Chainz, Diplo, and Lil Wayne, among others (Kelce’s girlfriend Taylor Swift was not in attendance, as the singer is currently in the middle of her European tour). Kelce has also started filming the new FX show Grotesquerie, after being cast in the Ryan Murphy horror series.