This is Dame Dash‘s moment as the inventor of “Pause.”

Tom Brady retired from football, but he is doing much more now that he’s off the gridiron.

The seven time Super Bowl champion has officially launched Good Nut, a premium organic coconut water brand created in partnership with GoPuff. Good, Nut, Go and Puff in the same sentence? Oh, we are going to have some fun with this. Water is pushing to $11 billion by 2030 so this is meaningful as a business, not just hijinks.

Brady has a business empire. He has GOAT Gummies, another partnership with Gopuff. But this is more about wellness and says it has has been part of his daily routine for years. Chocolate coconut water been in his house! I did not know they even had coco-coco water. Thanks, Tom.

These drinks are made from organic Vietnamese coconuts and contain no added sugars, sweeteners or artificial ingredients. That is great, because it will offset the slew of jokes that come out of this. Pause.

Brady’s fingerprints are all over the project. But the commercial denotes that the name is an interesting one. We all know the connotation and I think it will be hard to buy this product without a snicker or two. Who in the world approved this? Dame Dash would definitely object or at least hot Tom with a massive “PAUSE!”

Tom and Gopuff clearly aren’t afraid of a little humor. The marketing team definitely understands the assignment and how to get free ads. Mission accomplished. I am about to make Big Booty Juicies!