All articles tagged with #gatorade
Yellow won the postgame Gatorade shower at Super Bowl 2026, defying odds and tempering some bettors who favored blue or orange, with the reveal arriving earlier than some expected.
Gatorade has launched a new ad campaign celebrating its 60th anniversary, featuring stars like Caitlin Clark and Jayson Tatum, and narrated by Michael Jordan. The campaign revives the iconic "Is it in you?" slogan and Gatorade-colored sweat, emphasizing the inner drive that fuels athletic greatness.
BodyArmor, owned by Coca Cola, is launching a sugar-free version of its sports drink to challenge Gatorade's market dominance. The new BodyArmor Zero Sugar is positioned as a healthier alternative, free from artificial sweeteners, flavors, and dyes. With Gatorade holding 63.5% of the US sports drink market, BodyArmor aims to capture a share of the growing $13 billion market by targeting health-conscious consumers and expanding internationally. Despite facing challenges, including declining sales and competition from its sister brand Powerade and the upstart Prime, BodyArmor's CEO remains optimistic about the brand's potential for growth and innovation.
Caitlin Clark, the national player of the year in women's college basketball, has signed an endorsement deal with Gatorade, becoming the fourth collegiate athlete and second women's basketball player to join their roster. Clark's expanding name, image, and likeness portfolio also includes partnerships with State Farm, Nike, and Hy-Vee, among others. She recently signed with Excel Sports Management and has been making a name for herself both on and off the court. Gatorade will donate $22,000 to the Caitlin Clark Foundation, and Clark will appear in a video aimed at inspiring the next generation of basketball players. She is projected to be the No. 1 pick in the 2024 WNBA draft.
Iowa guard Caitlin Clark has signed a multi-year partnership with Gatorade, adding to her impressive portfolio of name, image, and likeness (NIL) deals. While the financial terms were not disclosed, Gatorade will donate $22,000 to the Caitlin Clark Foundation as part of its Equity in Sport initiative. Clark joins an elite group of college athletes who have signed with Gatorade, including UConn's Paige Bueckers, Penn State's Nick Singleton, and Colorado's Shedeur Sanders. Clark's existing brand partnerships include State Farm, Nike, Buick, Topps, and H&R Block.
Gatorade is expanding its brand with the introduction of Gatorade Water, a zero-calorie unflavored alkaline water aimed at providing all-day hydration. The water is purified through an enhanced filtration process and contains electrolytes, specifically sodium, making it suitable for individuals seeking prolonged hydration. Gatorade Water has lower electrolyte levels compared to traditional Gatorade and other recent additions to the product line. The launch of Gatorade Water is part of PepsiCo's efforts to expand its Gatorade Portfolio, which includes various sports and fitness brands. The enhanced water market is growing at a slower rate compared to bottled water, but Gatorade aims to offer a refreshing taste while maintaining optimal electrolyte levels.
Gatorade is expanding its product portfolio by introducing Gatorade Water, an electrolyte-infused, unflavored water with enhanced pH levels. The move aims to tap into the growing market for functional water, which is projected to reach $18 billion in sales in the next two years. Gatorade hopes to leverage its brand credibility and disrupt the category, which has seen rapid growth due to consumers' perception of enhanced water providing specific health benefits. While the alleged health benefits of alkaline water remain unproven, the functional water market continues to expand as consumers prioritize hydration. Gatorade Water will compete with established brands like Smartwater and Essentia, as well as other PepsiCo-owned brands.