PureSport, a new performance drink, launches today. Some U.S. swimmers training for the Olympics have been gulping it down, including the incredible Michael Phelps.

Phelps says PureSport is the best performance drink he's ever found and would never train without it -- that's a powerful stamp of approval for a new product within a competitive sports drink market. PureSport was concocted last year, sporting an optimal blend of carbohydrates/protein/electrolytes to improve performance and hasten recovery. Grape, fruit punch, lemon lime and banana berry flavors can be purchased in bottled or just-add-water powder form directly from PureSport or available retail in a handful of states.

PureSport Workout is designed for use prior to and during exercise, while PureSport Recovery needs to be swallowed within 30 minutes post-workout to take advantage of a narrow window of muscular sensitivity to nutrients, a topic which That's Fit has covered previously here. Will Michael Phelps make PureSport a rockin' choice for fitness warriors? I'm guessing there will be a big media blitz with the 2008 Olympic games. Don't miss the Phelps gallery -- we'll be hearing from him in Beijing. Pics from Gettys.