Praxus™ · Partners
ORION
/ oh · RY · un / noun · the hunter
The stars every navigator has steered by, for as long as people have crossed open water.
Praxus is out to change an entire industry. This room invites a few people in early.
Praxus makes clean, radically transparent performance products. The first is a drink, launching this fall, and the plan runs far past it: we are here to prove a consumer brand can tell the whole truth and win. This page exists for a small number of people we want as partners in the company as it grows. Not endorsers. Partners.
This page is not linked from anywhere. You were pointed here on purpose.
01 · The company
We make performance products and tell the whole truth about them.
Most of this category sells the label instead of what is in the can. Trending ingredients at doses too small to matter, hidden inside proprietary blends, marketed loud. Praxus was built to be the counterargument. Full disclosure of every ingredient and every dose. Amounts that actually do something. Formulated for the person drinking it, not the margin. Priced so that clean is not a luxury.
That is not a marketing position. It is the reason the company exists.
02 · The product
Praxus. The Daily Performance Drink.
One can, built for the daily practice of whatever you do. Caffeine free by design, lightly carbonated, twelve ounces. The first flavor is Honey Peach. The first run is small and arrives this fall.
03 · How we work
Stories told by Praxus. Not ads.
Praxus Films is the brand's publishing arm. We make craft-forward films about people devoted to one discipline. Personal, story rich, built around practice and ritual, and made to stand on their own. The work is designed to win awards, not just impressions. The first two films are in the edit now: a racing film shot inside a live championship fight, and the first chapter of a baseball story we will follow for years.
The athlete side of the program is called the Aristeia. It has its own room, written for the people we film and the people who advise them. This room is different. This one is about the business.
04 · Where this goes
The can is the first move. Not the plan.
Praxus grows into a full line of clean performance products, each held to the same standard: full disclosure, honest doses, priced for everyone. Praxus Films grows into a slate of films across disciplines: racing, dance, music, the sciences. And the brand grows the way the ones worth owning always have. Slowly, on craft, by keeping its word.
05 · Why now
We build first. Then we ask.
Functional drinks are the fastest moving shelf in the store, and the category is winning on noise. Nobody owns trust. That is the opening, and it will not stay open long.
We do not ask anyone to bet on a deck. Before the first can ships, the brand is built end to end, two films are shot and in the edit, and the program you are reading about is live. The work comes before the ask. That is how we intend to run everything.
06 · The partnership
Partners. Not endorsers.
Every name in this room got here the same way: we know the work, and we admire it. Nobody lands here by accident.
We take on a small number of partners, by invitation, one conversation at a time. A partner holds an ownership position in Praxus. They work with us on what we make together, they get a straight line to the founder, and they are brought into how the thing is built: the product, the plan, the people. Introductions they make are welcomed and credited.
There is no set shape for the work. A film, long or short. Original work in your own medium. Product. Events. Something neither of us has thought of yet. What we make, and what form it takes, is decided together.
What we ask is simple. Access to make one piece of work worth keeping, honest use of the product, and the kind of partnership where you would tell us if we were getting something wrong.
07 · Start the conversation
This room has no form. It has a person.
The company voice ends here. This part is me. The people I admire most spend years on one craft, and I built Praxus to be worthy of standing next to that kind of work. If something in this room caught your eye, write to me at ajoyce@drinkpraxus.com. I read everything and I answer myself. Tell me what you are building and how you like to work. A few honest lines beat a polished pitch.
Anthony Joyce · Founder, Praxus