Justin Bieber Launched Generosity, a Clean Water Company, at the World Cup in Qatar

Justin Bieber is leading a sustainability initiative to keep people hydrated around the world.

The Grammy-winning singer just launched the clean water company Generosity at the World Cup in Qatar.

Generosity, a premium alkaline water company, has evolved to become the world’s leading sustainable hydration company by providing the technology to convert any water source into premium drinking water. The company debuted their refillable water fountains at the World Cup.

“I want the world to have access to the best water. I also want countries to know how to best protect their people. The overuse of plastic is hurting us, we need to be more sustainable,” Justin said in a statement.

Generosity’s goal “is to not only provide consumers with the best water for their body, but also to reduce the use of single-serve plastics with their refillable water fountains. By simply connecting to any local water source, Generosity can process and dispense its premium alkaline water through these micro-hydration infrastructures.”

The company’s found Micah Cravalho said in a statement, “Evolving Generosity™ Water into a sustainable water company has always been the goal. We aspire to be the global leader in water technology, empowering consumers with refillable products as an alternative to single-use packaging.”

Justin and Micah recently visited Qatar and you can see more from that visit on CNN.com.