Why Celsius is betting big on influencers

Celsius Holdings (CELH) is one of the companies betting big on influencer marketing, recently announcing a brand deal with social media sensation Jake Paul. In an interview with Yahoo Finance Live, CEO John Fieldly explains the company's influencer strategy, noting "when we look at influencers, one thing we're big on is that it has to be authentic." Fieldly explains why Jake Paul's personal consumption of Celsius drinks and relevancy within the fitness space makes him an ideal influencer for the brand, saying "we're really rooted in fitness, so that's where our DNA is."