Beyond Meat announced its partnership with Australian tennis player Nick Kyrgios. Kyrgios, who is vegan. has been a passionate advocate for animal welfare, does not eat meat or dairy.

Two years ago, Kyrgios wrote a passionate article on Athlete’s Voice. He talked about half a billion animals that died in the bushfires and how that reinforced his idea to go vegan.

Critics have observed that a vegan diet may not give all the essential nutrients the human body needs. An athlete like Nick Kyrgios can work with a nutritionist and ensure that he gets all the nutrients but that’s not feasible for the average person.

Beyond Meat specialized in making meat substitute products. The company was founded in 2009 by Ethan Brown. The company went public in 2009. It has revenues of $408 million in 2020.