We demonstrate that potassium 1-C-13-phosphoenolpyruvate becomes hyperpolarized potassium 1-C-13-phospholactate with C-13 T-1 = 36 s after molecular hydrogenation by PASADENA (Parahydrogen and Synthesis Allows Dramatically Enhanced Nuclear Alignment). This proof-of-principle study was conducted with a fully protonated molecular precursor. C-13 was polarized to a level of 1%, corresponding to nearly 4000-fold sensitivity enhancement at 3 T. The relevant homo- and hetero-nuclear spin-spin couplings are reported.