KNOX Hydration is a premium functional hydration beverage brand co-founded by 3x UFC champion Dricus du Plessis and Ethan Hughes, in partnership with Ignite International. The company offers clean, caffeine-free sparkling hydration drinks and electrolyte powder sachets formulated with BCAAs, electrolytes, and vitamins — designed for athletes and active lifestyles at every level. KNOX is the Official Hydration Partner of UFC (globally outside the U.S.) and has a multi-year partnership with Newcastle United (training ground naming rights + sleeve sponsor starting July 2026). Products are currently available in South Africa and Australia, with a UK launch planned for summer 2026.