Kick start.

Jolt has become the official energy drink for the L.A. region of the World Adult Kickball Association. The 3,000 players in the amateur sports league's 11 local divisions will now wear the Jolt logo on uniforms.

"They are relaunching their product and trying to update their brand and they have started in Los Angeles," said Aaron Zitrin, senior regional care and development manager for the association.

Jolt was founded in 1985 as a soda alternative to coffee with the slogan of "Twice the caffeine." It changed its product in 2007 and is now an energy drink.

L.A. was chosen because of its importance to the energy drink market. Jolt competes in a crowded sector that includes Monster Energy, a subsidiary of Corona-based Hansen Natural Corp., and Santa Monica-based Red Bull USA's energy drink.

The kickball association was founded 10 years ago and has grown to include 49,000 players in 27 states.

Staff reporter David Nusbaum can be reached at [phone], ext. 236, or at [e-mail].