Who We Are
Our Story
XOX Energy Drink was never supposed to be an energy drink.
It started with three words on a piece of clothing:
Execution Over Excuses. (Brand Abbreviation: XOX)
The message was simple. Success doesn't come from motivation, talent, or luck—it comes from execution. Every dream, business, relationship, and goal in life is separated by one thing: the decision to stop making excuses and start taking action.
People didn't just wear the message—they lived it.
Then we realized something. Millions of people aren't lacking ambition. They're lacking the energy, discipline, and daily reminder to follow through on what they say they're going to do.
That's when XOX Energy Drink was born.
We didn't create another energy drink to compete on caffeine content or flashy marketing. We created a brand that fuels a mindset. Every can is a reminder that your goals don't care how you feel today.
They care whether you execute.
The clothing started the movement. The energy drink fuels it.
Because at the end of the day, the difference between success and failure is often just three words:
Execution Over Excuses.
Founder & President
Darby O. Johnson Jr.
President/ C.E.O
Darby was born and raised in Birmingham, Alabama. Roll Tide! Darby arrived at Nellis Air Force Base in August 1988 after serving two years at Ramstein Air Base Germany. Darby earned and was awarded a below-the-zone (early) promotion, to Security Police Sergeant, while serving in the U.S. Air Force.
Darby is a published author and community leader previously serving on numerous boards and committees throughout Las Vegas. When not working hard for XOX Energy Drink. Darby enjoys reading business, leadership and motivation related books and business consulting. Purchase his new book at books.by/execution-over-excuses
co-founder & Senior Vice President
Craig Blackmon
Senior Vice President & Southeast Region Business Development Manager
Craig Blackmon is a seasoned logistics executive with more than 20 years of leadership experience in transportation, supply-chain management, and strategic business development. Known for his ability to build high-performance teams and drive sustainable growth, Craig combines deep operational expertise with a visionary approach to customer partnerships and regional expansion.
When not working hard for XOX Energy Drink. Craig enjoys, hunting, fishing and riding 4-wheelers.