The Beebs is ready to jump into cold water for you.

Justin Bieber has launched a water brand at the Qatar World Cup in an effort to improve sustainability. In an effort to “protect the people” the ‘Beautiful Love’ singer has teamed up with Generosity a premium alkaline water company to provide FIFA goers water through refillable fountains

In an interview he said "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."
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."

Justin is said to have visited Qatar and met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the sister of country’s emir ahead of launching the brand.

She spoke about it saying: "Having participated in beach clean-up efforts in Qatar for many years, I have witnessed first-hand the effect of pollution on our natural environment. Through initiatives such as those undertaken by Generosity and the Supreme Committee, and projects such as the FIFA World Cup Qatar 2022 Art water bottles, which bring together the global artistic community to advocate for a more sustainable future, we are all encouraged to play our part during the World Cup and beyond."

According to sources around 150 fountains have been places across the stadiums.