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{{short description|Brand of sports-themed beverages and food products}}
 
{{for|the album by Willis Jackson|Gatorade (album)}}
{{pp-pc|small=yes}}
{{Use mdy dates|date=September 2014}} 
{{Infobox brand
|name=The Gatorade Company|image=G lemon Lime 1.jpg
|caption=A bottle of Gatorade Lemon Lime sports drink
|type=[[Sports drink]]<br />[[Energy bar|Nutrition bar]]<br />[[Protein (nutrient)|Protein drink]]<br />Other sports nutrition products
|currentowner=[[PepsiCo]]
|previousowners=[[Robert Cade]]<br />Stokely-Van Camp
|origin=United States
|introduced={{start date and age|1965|9|9}}<ref>{{cite web|url=http://www.cuny.edu/cc/higher-education/milestones-1900s.html|archive-url=https://web.archive.org/web/20100528043022/http://www.cuny.edu/cc/higher-education/milestones-1900s.html|url-status=dead|archive-date=May 28, 2010|title=Milestones 1900s|date=May 28, 2010}}</ref>
|markets=80 countries including the United States, Canada, Brazil, France, Germany, United Kingdom, and Australia
|website={{official URL}}
|logo=Gatorade logo.svg|logo_caption=The Gatorade logo, used since 2009, produced by [[TBWA\Chiat\Day]]<ref>{{Cite web|url=http://offshootinc.com/|archiveurl=https://web.archive.org/web/20130116021613/http://offshootinc.com/blog/2009/04/28/thoughts-on-the-new-gatorade-branding/|url-status=dead|title='Offshoot Inc.' by Team Offshoot|archive-date=January 16, 2013|access-date=March 11, 2022}}</ref>|logo_size=150px}}

'''Gatorade''' is an American brand of sports-themed beverage and food products, built around its signature line of [[sports drink]]s. The drink is owned and manufactured by [[PepsiCo]] and is distributed in over 80 countries.<ref name=factsheetGatorade>{{cite web|title=Gatorade Fact Sheet |url=http://www.pepsico.com/Download/Gatorade_Company_Fact_Sheet.pdf |publisher=PepsiCo, Inc. |access-date=January 24, 2011 |year=2010 |url-status=dead |archive-url=https://web.archive.org/web/20101221172620/http://pepsico.com/Download/Gatorade_Company_Fact_Sheet.pdf |archive-date=December 21, 2010 }}</ref> The beverage was developed in 1965 by a team of researchers at the [[University of Florida]] led by [[Robert Cade]]. It was originally made for the school's student-athletes, the [[Florida Gators|Gators]], to replenish the [[carbohydrate]]s that they burned and the combination of water and [[electrolyte]]s that they lost in sweat during vigorous sports activities. [[Stokely-Van Camp]] acquired the rights to produce and market the Gatorade brand in 1965 before the company was purchased by the [[Quaker Oats Company]] in 1983, which, in turn, was bought by PepsiCo in 2001.<ref name="abcnews.go.com">{{Cite web|title = Gatorade ready to pump up marketing efforts|url = https://abcnews.go.com/Business/story?id=3929315&page=1|website = ABC News|date = 2007-11-30|access-date = 2015-10-16}}</ref>

{{As of|2010}}, Gatorade is PepsiCo's fourth-largest [[brand]], on the basis of worldwide annual retail sales.<ref name=annrpt2010>{{cite web|title=2010 Annual Report |url=http://pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf |work=PepsiCo, Inc. |access-date=July 27, 2011 |page=16 |url-status=dead |archive-url=https://web.archive.org/web/20110906155910/http://www.pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf |archive-date=September 6, 2011 |df=mdy }}</ref> It competes with [[The Coca-Cola Company|Coca-Cola]]'s [[Powerade]] and [[Vitaminwater]] brands worldwide, and with [[Lucozade]] in the [[United Kingdom]]. Within the United States, Gatorade accounts for approximately 67.7% of market share in the sports drink category.<ref>{{Cite web|url=https://www.beveragedaily.com/Article/2021/03/25/Gatorade-Powerade-BodyArmor-How-PepsiCo-and-Coca-Cola-are-playing-in-the-sports-drink-category|title=Gatorade, Powerade & BodyArmor: How PepsiCo and Coca-Cola are playing in the sports drink category|website=beveragedaily.com|date=March 25, 2021 }}</ref> It is one of the 5 divisions represented in PepsiCo's logo, alongside [[Frito-Lay]], [[Pepsi]], [[Tropicana Products|Tropicana]], and [[Quaker Oats Company|Quaker]].

==History==
[[File:Gatorade Early Testing Photo.jpg|thumb|upright=1.2|[[University of Florida]] football player Chip Hinton testing Gatorade 1965, pictured next to the leader of its team of inventors, [[Robert Cade]]]]

Gatorade was created in 1965, by a team of scientists at the [[University of Florida|University of Florida College of Medicine]], including [[Robert Cade]], [[Dana Shires]], Harry James Free, and Alejandro de Quesada.<ref name=born>{{cite web|url=http://www.gatorade.com/history/default.aspx|title=History|publisher=Gatorade|access-date=April 16, 2012|url-status=dead|archive-url=https://web.archive.org/web/20120415161147/http://www.gatorade.com/history/default.aspx|archive-date=April 15, 2012|df=mdy-all}}</ref> Following a request from [[Florida Gators football]] head coach [[Ray Graves]], Gatorade was created to help athletes by acting as a replacement for body fluids lost during physical exertion. Like many of the sports drinks that pre-dated it by decades, such as [[Lucozade]], the earliest version of the beverage consisted of a mixture of water, [[sodium]], [[sugar]], [[potassium]], [[phosphate]], and lemon juice.<ref name=gatoradehistprofile>{{cite web|last=Kays|first=Joe|title=Gatorade - The Idea that Launched an Industry|url=http://www.research.ufl.edu/publications/explore/v08n1/gatorade.html|publisher=University of Florida Research|access-date=January 24, 2011|year=2003}}</ref> Ten players on the University of Florida football team tested the first version of Gatorade during practices and games in 1965, and the tests were deemed successful. On the other hand, star [[quarterback]] [[Steve Spurrier]] said, "I don't have any answer for whether the Gatorade helped us be a better second-half team or not... We drank it, but whether it helped us in the second half, who knows?"<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|pages=28}}</ref> Nonetheless, the football team credited Gatorade as having contributed to their first [[Orange Bowl]] win over the [[Georgia Tech Yellow Jackets football|Georgia Tech Yellow Jackets]] in 1967, at which point the drink gained traction within the athletic community. Yellow Jackets coach [[Bobby Dodd]], when asked why his team lost, replied: "We didn't have Gatorade. That made the difference."<ref name="inventions">{{cite web|title=Football Inventions That Shaped the Modern Game|url=http://www.inventhelp.com/Football_Inventions.asp|date=September 6, 2007|access-date=September 6, 2007}}</ref>

The University of Florida researchers initially considered naming their product "Gator-Aid", but eventually settled on "Gatorade". [[Darren Rovell]] notes in his history of Gatorade, ''First in Thirst'', "the doctors realized that they probably shouldn't use the 'Aid' suffix, since that would mean that if the drink were ever marketed, they would have to prove that it had a clear medicinal use and perform clinical tests on thousands of people."<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|pages=24}}</ref> Gatorade co-inventor [[Dana Shires]] explained, "We were told that you couldn't use that because the Food and Drug Administration prohibited that. That would classify it as something other than a cola or soft drink, so we changed it to ade."<ref>{{cite web|last=Shires|first=Dana|title=Dana Leroy Shires, Jr.|url=http://ufdc.ufl.edu/UF00006306/00001/17x?search=gatorade|publisher=University of Florida Digital Collection|access-date=2014-03-21}}</ref>

Some were skeptical that the product's effect was anything more than a [[placebo]]. Cade mentioned, "If you told a football player that you were giving him [[Demerol]] to relieve pain and you gave him a placebo instead, there's about a 30% chance that the placebo will relieve the pain as much as taking Demerol would have."<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|pages=50}}</ref>

Shortly after the 1969 Orange Bowl, Robert Cade entered into an agreement providing [[Van Camp's|Stokely-Van Camp, Inc.]] (S-VC), a canned-[[food packaging]] company, with the U.S. rights to production and sale of Gatorade as a commercial product.<ref name="gatoradehistprofile"/> In the same year, a licensing arrangement made Gatorade the official sports drink of the [[National Football League]] (NFL), representing the first in a history of professional sports sponsorship for the Gatorade brand. A year after its commercial introduction, S-VC tested multiple variations of the original Gatorade recipe, finally settling on more palatable variants in lemon-lime and orange flavors. This reformulation also removed the sweetener [[sodium cyclamate|cyclamate]]{{snd}}which was banned by the [[Food and Drug Administration]] (FDA) in 1969{{snd}}replacing it with additional [[fructose]].<ref name="chemcases">{{cite web|title='Gatorade 21. Stokeley's Response'|work=ChemCases.com|url=http://chemcases.com/gatorade/gatorade21.htm|access-date=April 28, 2007|url-status=dead|archive-url=https://web.archive.org/web/20070707115546/http://chemcases.com/gatorade/gatorade21.htm|archive-date=July 7, 2007|df=mdy-all}}</ref> In the early 1970s, legal questions arose regarding whether or not the researchers who invented Gatorade were entitled to ownership of its royalties since they had been working under a research grant from the federal government which provided financial stipends.<ref name=gatoradehistprofile /> The University of Florida also claimed partial rights of ownership, which was brought to resolution in 1973 in the form of a settlement awarding the university with a 20% share of Gatorade [[royalties]].<ref>{{cite web|title=Inventor of the Week: Robert Cade|publisher=Massachusetts Institute of Technology|date=May 2004|url =http://web.mit.edu/invent/iow/cade.html|archive-url =https://web.archive.org/web/20040622054804/http://web.mit.edu/invent/iow/cade.html|url-status =dead|archive-date =2004-06-22}}</ref> As of 2009, the university had received more than $150 million from its share and was receiving approximately $12 million per year.<ref>{{cite web |last=Clark |first=Anthony |url=http://www.gatorsports.com/article/20090210/ARTICLES/902090235?tc=ar |title=UF still profiting from Gatorade |archive-url=https://web.archive.org/web/20131029200307/http://www.gatorsports.com/article/20090210/ARTICLES/902090235?tc=ar |archive-date=October 29, 2013 |publisher=The Gainesville Sun |date=February 10, 2009}}</ref>

[[File:Gatorade logo before 2009.png|thumb|left|Prior version of the Gatorade logo, in use (with minor variations) from 1973 to 2009]]

The [[Quaker Oats Company]] purchased S-VC and Gatorade in 1983 for $220 million, following a bidding war with rival [[Pillsbury Company|Pillsbury]]. In its first two decades of production, Gatorade was primarily sold and distributed within the United States. Beginning in the 1980s, the company expanded distribution of Gatorade, venturing into Canada in 1986, regions of Asia in 1987, South America and parts of Europe in 1988, and Australia in 1993. In 1990, Gatorade introduced Gatorade Light, a lower-calorie version sweetened with [[saccharin]].<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|publisher=AMACOM|isbn=0814410952|pages=176|date=September 2, 2005}}</ref> International expansion came at the cost of $20 million in 1996 alone; however, the resulting efforts produced worldwide sales of $283 million in more than 45 countries during the same year.<ref name=galehist>{{cite journal|title=The Gatorade Company Profile|journal=International Directory of Company Histories, Gale Group|year=2007|volume=82}}</ref> In 1997, distribution of Gatorade in an additional 10 countries prompted an 18.7% growth in annual sales.<ref name=rovellbook>{{cite book|last=Rovell|first=Darren|title=First in thirst: how Gatorade turned the science of sweat into a cultural phenomenon|year=2005|publisher=AMACOM|isbn=978-0-8144-7299-6|page=256|url=https://books.google.com/books?id=uNJIXCE7cSkC&q=david%20whitford%20AND%20gatorade&pg=PP1}}</ref>

In 2001, the multinational food and beverage company [[PepsiCo]] acquired Gatorade's parent company, the Quaker Oats Company, for $13 billion to add Gatorade to its portfolio of brands. PepsiCo had also recently developed [[All Sport]], which it divested of shortly following the Quaker acquisition to satisfy [[antitrust]] regulations. Worldwide development of Gatorade continued into the 2000s, including expansion into India in 2004, and the [[United Kingdom]] and [[Republic of Ireland|Ireland]] in 2008.<ref name=rovellbook /> As of 2010, Gatorade products were made available for sale in more than 80 countries.<ref name=factsheetGatorade /> As the number-one sports drink by annual retail sales in the United States, Canada, Mexico, Italy, Argentina, Brazil, Venezuela, Colombia, Indonesia, and the Philippines, Gatorade is also among the leading sports drink brands in [[Korea]] and Australia.<ref name=fundinguniv>{{cite web|title=PepsiCo Company History|url=http://www.fundinguniverse.com/company-histories/PepsiCo-Inc-Company-History.html|publisher=Funding Universe|access-date=January 24, 2011}}</ref>

[[File:Gatorade availability.jpg|thumb|290x290px|{{hanging indent|{{ubl
|{{legend|#377eb8|Available}}
|{{legend|#986ba1|Unavailable}}
|{{legend|#e41a1c|Restricted}}
|{{legend|#d1dbdd|Unknown}}}}}}]]
As the distribution of Gatorade expanded outside of the U.S., localized flavors were introduced to conform to regional tastes and cultural preferences, among other factors. For example, Blueberry is available in [[Colombia]], and in [[Brazil]], a Pineapple flavor of Gatorade is sold. In Australia,{{citation needed|date=July 2017}} flavors include Antarctic Freeze and Wild Water Rush. Some flavors that have been discontinued in the U.S., such as Alpine Snow and Starfruit, have since been made available in other countries.<ref name=rovellbook/>

In 2011, Gatorade was re-introduced to [[New Zealand]] by [[Bluebird Foods]], a [[PepsiCo]] subsidiary in New Zealand. The product is made in Australia by [[Schweppes Australia]], and exported to New Zealand and distributed along with Bluebird potato chips. The license to produce and distribute Gatorade in New Zealand has since been acquired by a local subsidiary of [[Suntory Oceania|Suntory]]<ref>{{cite web | title=Gatorade | url=https://www.suntoryoceania.com/brand/non-alcohol/gatorade/ }}</ref> who manufacture the product at their [[Auckland, New Zealand|Auckland]] bottling plant.

In September 2022, Gatorade introduced Fast Twitch, its first caffeinated energy drink that had 200 milligrams of caffeine, electrolytes, vitamins B6 and B12 but contained no sugar or carbonation. The company said it was designed to be taken in before a regular beverage consumed for hydration. It was an example of a broader push by PepsiCo into energy beverages.<ref name=":0">{{Cite web |title=Gatorade debuts its first-ever caffeinated energy drink Fast Twitch |url=https://www.fooddive.com/news/gatorade-debuts-caffeinated-energy-drink-fast-twitch/631070/ |access-date=2022-09-03 |website=Food Dive |language=en-US}}</ref><ref name=":1">{{Cite web |last=Lucas |first=Amelia |title=Gatorade adds caffeine to its lineup with energy drink Fast Twitch |url=https://www.cnbc.com/2022/09/01/gatorade-adds-caffeine-to-its-lineup-with-energy-drink-fast-twitch.html |access-date=2022-09-03 |website=CNBC |date=September 2022 |language=en}}</ref>

==Products==
[[File:GatoradeOriginalGlassBottle.jpg|thumb|right|180px|Lemon-lime Gatorade in a glass bottle, {{Circa|1970s}}]]

In its early years, the Gatorade brand consisted of a single product line, '''Gatorade Thirst Quencher''', which was produced in liquid and [[drink mix|powder form]] under two flavor variants: ''Lemon Lime'' and ''Orange''.<ref name=backpacker>{{cite journal|title=Gatorade Thirst Quencher|journal=Backpacker Magazine|date=June 1977|volume=5|issue=21|page=26|url=https://books.google.com/books?id=_98DAAAAMBAJ&q=%22Gatorade%20Thirst%20Quencher%22%20orange%20lemon-lime&pg=PA26 |access-date=January 24, 2011 |author1=Active Interest Media, Inc}}</ref> These remained as the only two flavor options for nearly 20 years, until the addition of the ''Fruit Punch'' flavor in 1983.<ref name=fruitpunchinv>{{cite book |last=McLain|first=Bill|title=What Makes Flamingos Pink?: A Colorful Collection of Q & A's for the Unquenchably Curious|year=2002|publisher=Harper Collins|isbn=978-0-06-000024-0|page=144|url=https://books.google.com/books?id=haHxWc1vllwC&q=Gatorade%20%22fruit%20punch%22%201983&pg=PA144}}</ref> In 1988, a ''Citrus Cooler'' flavor was introduced. The rise to popularity of this flavor was largely a result of [[Michael Jordan]], who, at the height of his NBA career in the early 1990s, stated that it was his favorite flavor. This claim appeared on the packaging beginning in 1991, as part of a 10-year endorsement deal.<ref name=jordancitruscooler>{{cite news|last=Rovell |first=Darren |title=Gatorade Makes Limited Edition Jordan Bottles |url=https://www.cnbc.com/2009/07/07/gatorade-makes-limited-edition-jordan-bottles.html |access-date=August 17, 2011 |publisher=CNBC |date=July 7, 2009 |url-status=live |archive-url=https://web.archive.org/web/20130117024936/https://www.cnbc.com/id/31783427/Gatorade_Makes_Limited_Edition_Jordan_Bottles |archive-date=January 17, 2013 |df=mdy }}</ref><ref name=citruscooler2>{{cite news|last=Rovell|first=Darren|title=Powerade FLAVA23 hits shelves next month|url=https://www.espn.com/espn/sportsbusiness/news/story?id=1861904|access-date=August 17, 2011|publisher=ESPN |date=August 18, 2004}}</ref> The Citrus Cooler flavor was reportedly discontinued at some point in the 1990s;<ref name=citruscoolerdiscontinued>{{cite news|last=Rovell|first=Darren|title=Gatorade Blog|url=http://firstinthirst.typepad.com/darren_rovells_blog_on_al/2006/05/citrus_cooler_i.html|access-date=August 17, 2011|publisher=Darren Rovell's Gatorade Blog|date=May 16, 2006}}</ref> however, even as late as 2011, it was listed as being a current product in the U.S.<ref name=citruscooler2011>{{cite web|title=Products - Original G / Citrus Cooler |url=http://www.gatorade.com/default.aspx#product?s=gatorade-g|publisher=Gatorade.com|access-date=August 17, 2011}}</ref> In the late 1970s and early 1980s, as well as the late 1990s to early 2000s, a Gatorade brand of [[chewing gum]] called '''Gator Gum''' was produced. The product, manufactured by [[Fleer|Fleer Corporation]], was available in both of Gatorade's original flavors (lemon-lime and orange). In the late 1970s, Stokely-Van Camp (owner of Gatorade before 1983) negotiated a long-term licensing deal with [[Philadelphia Gum|Swell]] and [[Vicks]] to market Gator Gum. The gum was discontinued in 1989 after the contract expired.<ref name=galehist /><ref name=rovellbook/>

It was not until the mid and late 1990s that Gatorade beverages became available in a broader range of flavor variations. Among these initial flavor extensions were ''Watermelon'', introduced in 1995, and ''Cherry Rush'', ''Strawberry Kiwi'', and ''Mandarina'' flavors, added in 1996.<ref name=galehist /><ref name=rovellbook />{{rp|171}}<ref name=mandarina1>{{cite book|last=Parsons|first=Douglas J. Darymple; Leonard J. |title=Marketing Management |year=2000 |publisher=Wiley |location=New York |isbn=978-0-471-33238-1 |page=136 |url=https://books.google.com/books?id=EVIpy99KGiEC&q=mandarina+gatorade|edition=7th}}</ref> In January 1997, Gatorade launched a new sub-line called '''Gatorade Frost''' with the intent of broadening the brand's appeal beyond traditional team competitive sports. Three initial flavors under the Frost product line were introduced at this time: ''Alpine Snow'', ''Glacier Freeze'', and ''Whitewater Splash''.<ref name=frostinvented>{{cite journal |title=Gatorade Frost Introduced |journal=Creative, the Magazine of Promotion and Marketing |date=April 21, 1997 |url=http://www.creativemag.com/onlweekly042197.html |access-date=January 24, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110708203826/http://www.creativemag.com/onlweekly042197.html |archive-date=July 8, 2011 }}</ref> Aimed at what the company described as the 'active thirst' category{{snd}}a market ten times the size of the sports drink segment{{snd}}Gatorade Frost proved to be successful, far surpassing the company's initial expectations. Flavors in the Frost line were the first from Gatorade to divert from fruit names; it was described as consisting of "light-tasting fruit-flavor blends".<ref name=galehist />

Gatorade revealed the '''Gatorade Energy Bar''' in 2001. This bar was Gatorade's first foray into solid foods and was introduced to compete with [[PowerBar]] and [[Clif Bar]]. Gatorade Energy Bars contained a large proportion of protein, in addition to carbohydrates. The bar was primarily made up of puffed grains and corn syrup, common components of other energy bars.<ref name=rovellbook /> In 2001, Gatorade introduced the '''Gatorade Performance Series''', a special line of sports nutrition products. These products include ''Gatorade Carbohydrate Energy Drink'', ''Gatorade Protein Recovery Shake'', the ''Gatorade Nutrition Shake'', and the ''Gatorade Nutrition Bar''. The ''Endurance Formula'', introduced in 2004, contained twice the sodium and three times the potassium of the typical Gatorade formula as well as [[chloride]], [[magnesium]], and [[calcium]], to better replace what athletes lose while training and competing.<ref name=timelinehist>{{cite web |title=U.S. History of Gatorade Products -Timeline |url=http://www.gatorade.com/Content/pdf/2006_Gatorade_Innovation.pdf |publisher=The Gatorade Company |access-date=January 24, 2011 |year=2006 |url-status=dead |archive-url=https://web.archive.org/web/20110711080336/http://www.gatorade.com/Content/pdf/2006_Gatorade_Innovation.pdf |archive-date=July 11, 2011 }}</ref>

[[File:Gatorade Rain no excuses.jpg|thumb|left|Introduced as ''Gatorade Ice'' in 2002, this flavor was re-labeled as ''Gatorade Rain'' in 2006 and '''No Excuses''' in 2009.]]

Introduced in 2002, '''Gatorade Ice''' was marketed as a lighter flavored Gatorade and came in Strawberry, Lime, Orange, and Watermelon. All of these flavors were colorless and [[transparency and translucency|transparent]]. Ice was re-branded in 2006 as '''Gatorade Rain''' and the flavor selections altered. In late 2007, a low-calorie line of Gatorade drinks, named '''G2''', was released.<ref>{{cite web|title=Pepsi unveils low-calorie Gatorade 'G2'|publisher=CNN |date=September 7, 2007|url =https://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm| access-date=December 14, 2007}}</ref> G2 was meant for athletes off the field and those who practiced physical activities, such as yoga, at home.<ref name="abcnews.go.com"/> {{as of|2015}}, G2 has been produced in eight flavors: ''Orange'', ''Fruit Punch'', ''Grape'', ''Lemon-Lime'', ''Tropical blend'', ''Blueberry-Pomegranate'', ''Raspberry Melon'', and ''Glacier Freeze''. [[SymphonyIRI Group]] named G2 the "top new food product of 2008", noting that the product generated retail sales of $159.1 million in its first full year of production.<ref>{{cite news |first=Stuart |last=Elliott|title=A Strategy When Times Are Tough: 'It's New!'|url=https://www.nytimes.com/2009/03/25/business/media/25adco.html |work=The New York Times |date=March 24, 2009 |access-date=March 26, 2009}}</ref>

'''Gatorade Tiger''' was a Gatorade Thirst Quencher sports drink formed as the result of a sponsorship arrangement with [[Tiger Woods]]. Debuting in March 2008, Gatorade Tiger was available in ''Red Drive'' (cherry), ''Cool Fusion'' (lemon-lime), and ''Quiet Storm'' (grape). Gatorade Tiger contained 25% more electrolytes than Gatorade Thirst Quencher.<ref>{{cite web | title=Tiger endorsement firsts: U.S. beverage deal, licensing agreement | publisher=ESPN Golf | date=October 17, 2007 | url=https://www.espn.com/golf/news/story?id=3066280}}</ref> As part of the 2009 rebranding, Gatorade Tiger was re-labeled as '''Focus'''. It was reformulated, adding the amino acid [[theanine]], which is naturally found in many forms of [[tea]], improving mental focus. Focus contained about 25&nbsp;mg per {{convert|8|USfloz|mL}} serving or 50&nbsp;mg per {{convert|16.9|USfloz|mL}} bottle. On November 25, 2009, it was reported by ''[[Beverage Digest]]'', and later confirmed by PepsiCo, that they had made a decision, several months before November 2009, to discontinue some products to make room for the Prime and Recover products as part of a then-upcoming G Series re-branding.<ref name="focus">{{cite news |url=https://news.bbc.co.uk/2/hi/business/8403418.stm|title=Gatorade drops Tiger Woods sponsorship |date=December 9, 2009 |work=BBC News |access-date=December 9, 2009}}</ref> In 2015, the Gatorade Energy gummies made their debut along with the Gatorade energy bar.

===Re-branding===
[[File:GatoradeG4types.png|thumb|right|380px|<div class="center" style="width:auto; margin-left:auto; margin-right:auto;">G Series introduced in 2010, from left to right:</div>'''Prime 01''' (pre-game fuel)<br />'''Perform 02: Gatorade Thirst Quencher''' (original Gatorade)<br />'''Perform 02: G2''' [[low-calorie]]<br />'''Recover 03''' (post-game protein)]]

In 2010, Gatorade re-branded a number of its products.<ref name="gatorfaq">{{cite web|url=http://www.gatorade.com/frequently_asked_questions/|title=Gatorade FAQ |work=Gatorade.com |access-date=January 15, 2009}}</ref> Original Gatorade was initially re-labeled as '''Gatorade G'''. Gatorade Rain was re-labeled as '''No Excuses'''. Gatorade AM was re-labeled '''Shine On'''; Gatorade X-Factor was relabeled as '''Be Tough''', and Gatorade Fierce was relabeled '''Bring It'''. However, these names were short-lived, as a 2% decline in market share in 2009 led to a broader repositioning of the entire line in 2010.<ref name=rebrandingmay10>{{cite news |last=Picchi |first=Aimee |title=Gatorade's Rebranding: So Confusing It Requires an Ad to Explain It |url=http://www.dailyfinance.com/story/company-news/gatorades-rebranding-so-confusing-it-requires-a-new-ad-to-expl/19467659/ |access-date=January 24, 2011 |newspaper=Daily Finance |date=May 6, 2010 |archive-url=https://web.archive.org/web/20110323053936/http://www.dailyfinance.com/story/company-news/gatorades-rebranding-so-confusing-it-requires-a-new-ad-to-expl/19467659/ |archive-date=March 23, 2011 |url-status=dead }}</ref><ref name="ajc1">{{cite news|last=McWilliams|first=Jeremiah|title=PepsiCo revamps 'formidable' Gatorade franchise after rocky 2009 |url=http://www.ajc.com/business/pepsico-revamps-formidable-gatorade-397505.html|access-date=December 3, 2010|newspaper=The Atlanta Journal-Constitution|date=March 23, 2010}}</ref> Beginning in February 2010, the Gatorade product portfolio was re-positioned around what the company refers to as the '''G Series''', categorizing varieties of its products into three main segments: before, during, and after athletic events.<ref name=GSeries>{{cite news |last=Spector |first=Bennett|title=Gatorade Conquers Hydration: Debuting 'G Series' Technology at Super Bowl XLIV |url=http://bleacherreport.com/articles/337710-gatorade-concurs-hydration-debuting-g-series-technology-at-super-bowl-xliv |access-date=January 13, 2011 |newspaper=Bleacher Report |date=February 1, 2010}}</ref>

* The '''Prime 01''' product line consists of a pre-game fuel in a gel consistency, positioned for consumption prior to athletic activity.<ref name=factsheetGatorade />
* Traditional Gatorade products such as ''Gatorade Thirst Quencher'' (Original Gatorade), ''G2'', and ''Gatorade Powder'' are categorized under the '''Perform 02''' classification, representing their intention for consumption during periods of physical exertion.<ref name="GSeries"/>
* '''Recover 03''' refers to a post-workout [[protein]] and [[carbohydrate]] drink, formulated with the consistency of a sports drink. The composition of this beverage reflects its intention to provide both [[hydrate|hydration]] and muscle recovery after exercise.<ref name=factsheetGatorade />

'''G Series Pro''', a brand extension initially developed for professional athletes, began to be sold in [[GNC (store)|GNC]] and [[Dick's Sporting Goods]] stores in the U.S. in 2010 after first being available only in professional locker rooms and specialized training facilities.<ref name=Gseriespro>{{cite news|last=Phillips|first=Aron|title=Gatorade G Series Pro Launches|url=http://dimemag.com/2010/04/gatorade-g-series-pro-launch-party/|access-date=January 24, 2011|newspaper=Dime Magazine|date=April 15, 2010}}</ref> Also in 2010, Gatorade introduced the '''G Natural''' Gatorade line which is made with "natural flavors and ingredients", specifically sweetened with [[Stevia]] and sold in [[Whole Foods Market|Whole Foods]] grocery stores within the United States. G Natural was released in two flavors: G Orange Citrus and G2 Berry.<ref name=gnatural>{{cite news|title=New Gatorade is not for couch potatoes|url=http://blogs.reuters.com/shop-talk/2010/03/24/new-gatorade-is-not-for-couch-potatoes/|access-date=January 24, 2011|work=Reuters|date=March 24, 2010|url-status=dead|archive-url=https://web.archive.org/web/20100527073613/http://blogs.reuters.com/shop-talk/2010/03/24/new-gatorade-is-not-for-couch-potatoes/|archive-date=May 27, 2010}}</ref> The G Series began to replace prior iterations of Gatorade product lines in the U.S. (the brand's highest volume market) in 2010.<ref name=gseriesline>{{cite journal |last=Buss |first=Dale |title=Gatorade Overhauls Brand Architecture With G Series Line |journal=Brand Channel |date=March 24, 2010 |url=http://www.brandchannel.com/home/post/2010/03/24/gatorade-overhauls-brand-architecture-with-g-series-line.aspx |access-date=January 24, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20100906205421/http://www.brandchannel.com/home/post/2010/03/24/gatorade-overhauls-brand-architecture-with-g-series-line.aspx |archive-date=September 6, 2010 }}</ref> While Gatorade products have historically been developed for athletes engaging in competitive sporting events, a separate line of products formulated for consumption before, during and after personal fitness exercise was introduced in the U.S. in 2011.<ref name=agegfit>{{cite journal|last=Zmuda|first=Natalie|title=Gatorade Introduces G Series Fit; but Can Consumers Keep All Its Products Straight?|journal=Advertising Age |date=May 2, 2011 |url=http://adage.com/article/news/gatorade-launches-g-series-fit-dedicated-ad-blitz/227315/ |access-date=July 28, 2011}}</ref> Labeled under the name '''G Series FIT''', this product line consists of pre-workout fruit-and-nut bites, lightly flavored electrolyte replacement drinks, as well as post-workout protein recovery smoothies.<ref name=sportsbusj>{{cite news|title=Gatorade Launches Campaign for G Series Fit Targeted at Fitness Athletes |url=http://www.sportsbusinessdaily.com/Daily/Issues/2011/05/02/Marketing-and-Sponsorship/Gatorade.aspx|access-date=July 27, 2011 |newspaper=SportsBusiness Journal|date=May 2, 2011}}</ref><ref name=streetgfit>{{cite news|title=PepsiCo: Impact of Gatorade G Series Fit on Stock|url=http://www.thestreet.com/story/10951963/1/pepsico-impact-of-gatorade-g-series-fit-on-stock.html|access-date=July 28, 2011 |newspaper=The Street|date=December 20, 2010}}</ref>

'''G Organic''' with interest from consumers and two years of research, Gatorade developed an organic version of the sports drink.<ref>{{cite news |last1=Kaplan |first1=Jennifer |title=Gatorade goes organic as PepsiCo joins natural-ingredient push |url=https://www.chicagotribune.com/business/ct-organic-gatorade-20160830-story.html |publisher=Chicago Tribune}}</ref> The product was launched in 2016 with three initial flavors (Lemon, Mixed Berry, and Strawberry), was USDA certified organic through each step of the process, contained sea salt, and no artificial colors.<ref>{{cite news |last1=Aubrey |first1=Allison |title=Organic Gatorade: It's Still Loaded With Sugar, Folks |url=https://www.npr.org/sections/thesalt/2016/09/01/492257166/organic-gatorade-its-still-loaded-with-sugar-folks |publisher=NPR}}</ref><ref>{{cite news |last1=Watrous |first1=Monica |title=Gatorade launches organic varieties |url=https://www.foodbusinessnews.net/articles/8541-gatorade-launches-organic-varieties |publisher=Food Business News}}</ref>

'''Gx Sweat''', in March 2021, Gatorade released Gx Sweat patch, which measures a user's sweat and hydration. It is the company's first wearable product.<ref>{{Cite web|last=Golden|first=Jessica|date=2021-03-01|title=Gatorade made a smart patch that measures your sweat and hydration|url=https://www.cnbc.com/2021/03/01/gatorade-launches-gx-sweat-patch-that-measures-sweat-hydration-levels.html|access-date=2021-04-25|website=CNBC|language=en}}</ref>

'''Gatorlyte''', in 2021, Gatorade released Gatorlyte, a 5-electrolyte blend that they claim provides 'rapid rehydration'.<ref>{{Cite web |date=14 May 2021 |title=Gatorade introduces Gatorlyte designed for elite athletes and weekend warriors |first=Mary-Ellen |last=Shoup |url=https://www.foodnavigator-usa.com/Article/2021/05/14/Gatorade-introduces-rapid-rehydration-Gatorlyte-designed-for-elite-athletes-and-weekend-warriors |access-date=2023-01-22 |website=foodnavigator-usa.com |language=en-GB}}</ref>

'''Fast Twitch''', in 2023, Gatorade released Fast Twitch, an [[energy drink]] that they claim will 'ignite power and athletic performance'.<ref name=":0" /><ref name=":1" />

==Composition and health concerns==
{{nutritional value
| name = Original Gatorade Thirst Quencher
| image = 
| caption = 
| serving_size = {{convert|20|USfloz|mL}}
| kcal = 50
| carbs = 14
| fat = 0
| protein = 0
| sugars = 10
| fiber = 0
| sodium_mg = 5
| potassium_mg = 30
| float = right
}}

{{nutritional value
|name=Gatorade Perform 02
|image=
|caption=
|serving_size={{convert|12|USfloz|mL}}
|kcal=80
|carbs=21
|fat=0
|protein=0
|sugars=21
|fiber=0
|sodium_mg=150
|potassium_mg=45
|float=right
}}
The original Gatorade is based on [[oral rehydration therapy]], a mixture of salt, sugar, and water, with the citrus-based flavoring and added food coloring. The composition of individual Gatorade products varies depending upon the product in question, as well as the country in which it is sold. Gatorade Thirst Quencher contains water, [[sucrose]] (table sugar), [[dextrose]], [[citric acid]], natural flavor, [[sodium chloride]] (table salt), [[Trisodium citrate|sodium citrate]], [[monopotassium phosphate]], and flavoring/coloring ingredients. Some Gatorade flavor variations used to contain [[brominated vegetable oil]] as a stabilizer.<ref>{{cite web|title=Frequently Asked Questions|work=gatorade.com|publisher=Gatorade|date=January 5, 2005|url=http://www.gatorade.com/frequently_asked_questions/|access-date=May 28, 2007}}</ref> Brominated vegetable oil was discontinued in 2013, and has been replaced with sucrose acetate isobutyrate.<ref>{{Cite web|title = Gatorade to remove controversial ingredient|url = http://www.nydailynews.com/life-style/eats/gatorade-remove-controversial-ingredient-article-1.1247929|website = NY Daily News| date=January 25, 2013 |access-date = 2015-10-16}}</ref> An {{convert|8|USfloz|mL|adj=on}} serving of Gatorade Perform 02 (Gatorade Thirst Quencher) contains 50 calories, 14 grams of carbohydrates, 110&nbsp;mg sodium and 30&nbsp;mg potassium.<ref name=gatoradenutritioninf>{{cite web|title=Gatorade Ingredients and Nutrition Content|url=http://nutritiondata.self.com/facts/beverages/9233/2|website=Nutritiondata.self.com}}</ref>

Gatorade Thirst Quencher is sweetened using a [[sucrose]]-[[dextrose]] mix. For a period of time in the 1990s and early 2000s, [[high fructose corn syrup]] was used to sweeten Gatorade distributed in North America, but as of 2011, the drink is once again sweetened with a sucrose–dextrose combination, which the company describes as being "preferred by consumers". G2 and G2 Natural, labeled as being "lower calorie" variants, are sweetened in part with [[PureVia]], an extract of the [[Stevia]] plant.<ref>{{cite web|title=Frequently Asked Questions|website=Gatorade.com|date=January 1, 2010|url=http://www.gatorade.com/frequently_asked_questions/|access-date=May 13, 2010}}</ref>

The presence of calories, sugar, and sodium in Gatorade products has drawn attention from public school constituents, who have raised question over whether the sale of Gatorade beverages should be permitted in such schools. In 2010, California Governor [[Arnold Schwarzenegger]] sponsored a bill ({{USBill|110|SB|1295}}) which proposed a ban on the sale of sports drinks in [[California]] schools. In 2015, the [[University of California, San Francisco]] began to phase out the sale of sodas, sports drinks and [[energy drinks]] in its cafeterias, [[vending machine]]s, and campus catering and retail locations, and began to "sell only zero-calorie beverages or non-sweetened drinks with nutritional value, such as milk and 100% juice".<ref>{{cite web |first=Kristen |last=Bole |url=https://www.ucsf.edu/news/2015/05/129901/ucsf-launches-health-beverage-initiative |title=UCSF Launches Healthy Beverage Initiative: Health Sciences Campus Will Focus Sales on Zero-Calorie and Nutritious Drinks |work=University of California, San Francisco |date=May 29, 2015 }}</ref>

There are 34&nbsp;g of sugar (8 teaspoons) in one {{convert|20|USoz}} bottle of regular Gatorade. The USDA's recommended daily maximum of added sugars per person is about 50 grams.<ref>{{Cite journal|last=Nutrition|first=Center for Food Safety and Applied|date=2020-05-13|title=Added Sugars on the New Nutrition Facts Label|url=https://www.fda.gov/food/new-nutrition-facts-label/added-sugars-new-nutrition-facts-label|archive-url=https://web.archive.org/web/20200314184057/https://www.fda.gov/food/new-nutrition-facts-label/added-sugars-new-nutrition-facts-label|url-status=dead|archive-date=March 14, 2020|journal=FDA|language=en}}</ref> According to the [[American Heart Association]], the recommended maximum amount of sugar is 25 grams per day for women and 36 grams per day for men.<ref>{{Cite web
|url=https://www.heart.org/en/healthy-living/healthy-eating/eat-smart/sugar/how-much-sugar-is-too-much |title=AHA Sugar Recommendation |website=[[American Heart Association]]|access-date=2022-04-12
}}</ref> The American Heart Association states that children and teens should drink no more than {{convert|8|USoz}} of sugary beverages per week.<ref>{{Cite web |url=https://www.heart.org/en/news/2018/05/01/kids-and-added-sugars-how-much-is-too-much |title=Kids and added sugars: How much is too much? |website=[[American Heart Association]]|access-date=2022-04-12}}</ref>

In 2012, a study on nearly 11,000 teens reported that "teens put on even more weight if they drank a bottle of sports drink each day, averaging {{convert|3.5|lb|kg|disp=sqbr}} for every sports drink consumed per day", gained over an interval of 2 years. The researchers concluded, "We need to educate parents and clinicians about what constitutes a sugary drink... Sports drinks are promoted by professional athletes as a healthy drink, but they really don't need to be used by kids unless they are continually exercising for long periods or they're in hot climates."<ref>{{cite web|last=Zimmerman|first=Ron|title=Sports drinks, not just sodas, drive up weight in teens|url=http://www.medscape.com/viewarticle/791326|publisher=Medscape|access-date=2014-03-14}}</ref>

The USDA states that the average American will consume {{convert|160|lb}} of sugar each year, almost {{convert|1/2|lb|g|spell=in}} of sugar per day.<ref>{{Cite web|url=https://bamboocorefitness.com/not-so-sweet-the-average-american-consumes-150-170-pounds-of-sugar-each-year/|title=Not So Sweet - The Average American Consumes 150-170 Pounds Of Sugar Each Year - Bamboo Core Fitness|website=Bamboo Core Fitness|date=December 10, 2014|language=en-US|access-date=2016-04-05|archive-date=April 9, 2016|archive-url=https://web.archive.org/web/20160409052647/https://bamboocorefitness.com/not-so-sweet-the-average-american-consumes-150-170-pounds-of-sugar-each-year/|url-status=dead}}</ref> One of the most prevalent ways that sugar is consumed is through drinks. Most people do not notice the amount of sugar that one given drink can have{{citation needed|date=July 2017}}.

In January 2013, the Gatorade manufacturer (PepsiCo) agreed to remove [[brominated vegetable oil]] (BVO) from its Gatorade products in the USA amidst health concerns.<ref>{{cite news|last=Eng|first=Monica|title=Gatorade to drop BVO after consumer complaints|url=https://www.chicagotribune.com/2013/01/26/gatorade-to-drop-bvo-after-consumer-complaints/|access-date=January 29, 2013|newspaper=Chicago Tribune|date=January 29, 2013}}</ref>
The composition of Gatorade in Europe, Japan and India remain unaffected as BVO was outlawed there 23 years earlier.

==Research and development==
[[File:Gatorade Sports Science Institute.jpg|thumb|left|The Gatorade Sports Science Institute on West Main Street in [[Barrington, Illinois]]]]
Gatorade's inventors went on to develop new sports drinks. Gatorade's owners sued to acquire rights to these new products, but they never made them available publicly. First, Shires and Cade developed Go!, a drink that, unlike Gatorade, contained protein to stimulate muscular recovery. Stokley-Van Camp paid "a fee to have the exclusive rights for some period of time, but they never did develop it".<ref>{{cite web|last=Shires|first=Dana|title=Dana Leroy Shires, Jr.|url=http://ufdc.ufl.edu/UF00006306/00001/19j?search=chocolate+milk|publisher=University of Florida Digital Collection|access-date=2014-03-21}}</ref>

In 1989, Cade created a new sports drink that he claimed was more effective than Gatorade. The new product was called TQ2, shorthand for Thirst Quencher 2. The patent application read:

"The invention described here is a novel fluid composition which surprisingly and advantageously maintains blood volume at levels well above those observed in the absence of fluids or even with Gatorade."<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|page=191}}</ref>

In an experiment with cyclists, Cade found that TQ2 allowed athletes to endure for 30% longer than Gatorade.<ref>{{cite news|last=Lloyd|first=Barbara|title=Gatorade Challenged|url=https://www.nytimes.com/1990/12/24/news/gatorade-challenged.html|access-date=2014-03-21|newspaper=The New York Times|date=1990-12-24}}</ref>

Cade pitched the TQ2 product to Pepsi and other beverage companies. Meanwhile, Gatorade's owner Quaker sued Cade. After years of legal proceedings, Cade was forced to sell TQ2 to Quaker in 1993. Quaker "bagged" TQ2, never releasing it to the public.<ref>{{cite web|last=Shires|first=Dana|title=Dana Leroy Shires Jr.|url=http://ufdc.ufl.edu/UF00006306/00001/20?search=tq2|publisher=University of Florida Digital Collections|access-date=2014-03-21}}</ref> Gatorade claimed that its research found that TQ2 was not an improvement over the original Gatorade formula. Cade, on the other hand, continued to stand by his product. He accused Quaker and Gatorade of stifling the publication of the research behind TQ2.<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|page=194}}</ref>

[[File:Gatorade facility (6837738405).jpg|thumb|Inside the facility in 2012]]
The Gatorade Sports Science Institute (GSSI), a research facility operated in [[Barrington, Illinois]], has been featured in a number of the company's commercials.<ref name="GSSI">{{Cite web|url=http://www.gssiweb.com/Histroy_GSSI.aspx?ExpandMenu=6|archiveurl=https://web.archive.org/web/20090708090316/http://www.gssiweb.com/Histroy_GSSI.aspx?ExpandMenu=6|url-status=dead|title=Gatorade Sports Science Institute|website=Gssiweb.com|archive-date=July 8, 2009|access-date=March 11, 2022}}</ref> Established in 1985 and closed in 2022,<ref>{{Cite web |last=Schroeder |first=Eric |date=April 15, 2022 |title=PepsiCo to Close Illinois R&D Facility |url=https://www.foodbusinessnews.net/articles/21149-pepsico-to-close-illinois-r-and-d-facility |url-status=live |archive-url=https://web.archive.org/web/20231216113833/https://www.foodbusinessnews.net/articles/21149-pepsico-to-close-illinois-r-and-d-facility |archive-date=December 16, 2023 |access-date=June 19, 2024}}</ref><ref name=factsheetGatorade /> this organization consisted of scientists studying the correlation and effects of exercise, environmental variables, and nutrition on the human body. According to [[Darren Rovell]], "GSSI was created at a time when there was a lot of scientific controversy, since there wasn't much public evidence that Gatorade actually worked...GSSI was also created to be part of Gatorade's powerful marketing arm."<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|pages=195}}</ref>

It regularly conducted testing and research on how hydration and nutrition affect athletic performance.<ref name="GSSI"/> Professional athletes such as [[Eli Manning]]<ref name="foxeli">{{Cite web|url=https://www.fox5ny.com/|title=FOX 5 New York|date=February 28, 2023|website=FOX 5 New York}}</ref> as well as collegiate and amateur athletes have been involved in fitness testing programs at the GSSI, which in part have led to innovations in new Gatorade formula variations and product lines.<ref name="sportsillustrated">{{cite magazine|last=Konecky|first=Chad|title=Sports drinks like Gatorade hydrate better than water|magazine=Sports Illustrated|date=July 19, 2006|url=http://sportsillustrated.cnn.com/2006/highschool/07/19/gatorade.study/|archive-url=https://web.archive.org/web/20130117113015/http://sportsillustrated.cnn.com/2006/highschool/07/19/gatorade.study/|url-status=dead|archive-date=January 17, 2013|access-date=December 2, 2010}}</ref>

In 2001, the GSSI observed that professional race car drivers were not maintaining adequate levels of hydration during races, attributable to the nature of drivers enduring multiple-hour races in high temperatures. As a result, it developed a product called the "Gatorade In-Car Drinking System", which has since been implemented in the vehicles of many professional race car drivers.<ref name=racecardr>{{cite news |last=Circelli |first=Deborah |title=Race drivers struggle to stay cool |url=http://www.news-journalonline.com/news/local/east-volusia/2010/07/02/race-drivers-struggle-to-stay-cool.html |access-date=January 19, 2011 |newspaper=The Daytona Beach News-Journal |date=July 2, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20101111014751/http://www.news-journalonline.com/news/local/east-volusia/2010/07/02/race-drivers-struggle-to-stay-cool.html |archive-date=November 11, 2010 |df=mdy }}</ref>

In addition to the former Gatorade Sports Science Institute, Gatorade sponsors external health and fitness research. In 1992, Gatorade paid the [[American College of Sports Medicine]] (ACSM) $250,000. A year later, Gatorade and the American College of Sports Medicine held a roundtable meeting on "exercise and fluid replacement".<ref>{{cite web|last=Thring|first=Oliver|title=Do sports drinks and hydration theory hold any water?|url=https://www.theguardian.com/lifeandstyle/wordofmouth/2012/aug/07/sports-drinks-hydration-theory-water|work=The Guardian|date=August 7, 2012|access-date=2014-03-14}}</ref> The ACSM published the meeting's results in 1996, advising athletes to drink "at a rate sufficient to replace all the water lost through sweating" or "the maximal amount that can be tolerated".<ref>{{cite journal|last=Convertino|first=V. A.|title=American College of Sports Medicine position stand. Exercise and fluid replacement.|journal=Medicine & Science in Sports & Exercise|pmid=9303999|volume=28|issue=1|year=1996|pages=i–vii|doi=10.1097/00005768-199610000-00045|doi-access=free}}</ref> Gatorade continues to sponsor the American College of Sports Medicine, though the exact amount it pays is not public.<ref>{{cite web|last=American College of Sports Medicine|title=About ACSM Partners and Sponsors|url=http://www.acsm.org/about-acsm/partners-sponsors/sponsors|publisher=American College of Sports Medicine|access-date=2014-03-14|archive-date=March 14, 2014|archive-url=https://web.archive.org/web/20140314210448/http://www.acsm.org/about-acsm/partners-sponsors/sponsors|url-status=dead}}</ref>

==Advertising and publicity==
[[File:McLaren M16E 1975 Gatorade.jpg|thumb|McLaren M16E Indycar driven by Johnny Rutherford in 1975]]
Early Gatorade advertisements claimed that the drink moved through the body 12 times faster than water. Research found that this was not true - Gatorade moves through the body at the same speed as water. Gatorade removed the claim from its advertisements.<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|pages=155–156}}</ref> Gatorade advertisements have claimed that athletes need to consume at least "40 oz. per hour [{{convert|40|USoz|L|disp=out}}] or your performance could suffer".<ref>{{cite web|url=http://i0.wp.com/www.sportsscientists.com/wp-content/uploads/2007/10/Gatorade_ad.jpg |format=JPG|title=Photographic image of Gatorade advertisement|quotation="40 oz. per hour or your performance could suffer"|website=Sportsscientists.com|access-date=2022-03-11}}</ref> South African exercise physiologist [[Tim Noakes]] found that Cynthia Lucero died from [[Exercise-associated hyponatremia|exercise-associated hyponatremic]] [[encephalopathy]] drinking Gatorade at "the rate recommended by the advertisements".<ref>{{cite book |last=Noakes |first=Timothy |title=Waterlogged: The Serious Problem of Overhydration in Endurance Sports |date=May 1, 2012| publisher=Human Kinetics |isbn=978-1450424974 |pages=8 }}</ref>

[[File:Gianni BUGNO.jpg|thumb|right|Professional [[road racing cyclist]] [[Gianni Bugno]] during [[1993 Tour de France]] in [[Chateau d'Ax (cycling team)|Team Gatorade]]]]
Gatorade is the official sports drink of the [[National Football League|NFL]], [[Major League Baseball|MLB]], [[National Basketball Association|NBA]], [[Women's National Basketball Association|WNBA]], [[USA Basketball]], [[National Hockey League|NHL]], [[Association of Volleyball Professionals]], [[Indian Super League]], High School Sports Teams, [[NASCAR]], and other professional and collegiate athletic organizations,<ref name=factsheetGatorade /> providing supplies of the drinks to sponsored teams in some cases. Distribution was extended to include the U.K. in 2008, coinciding with an agreement designating Gatorade as the official sports drink of [[Chelsea F.C.]] (for outside of the [[U.S.]] and [[Canada]])<ref name=chelseafc>{{cite news|last=Fraser|first=Adam|title=Gatorade to sponsor Leaders in Performance|url=http://www.sportspromedia.com/notes_and_insights/gatorade_backing_leaders_in_performance/|access-date=January 21, 2011|publisher=[[SportsPro]]|date=September 1, 2009|archive-date=December 29, 2010|archive-url=https://web.archive.org/web/20101229142515/http://www.sportspromedia.com/notes_and_insights/gatorade_backing_leaders_in_performance/|url-status=dead}}</ref><ref name=chelseafc2>{{cite news|last=Bowser|first=Jacquie|title=Gatorade signs sponsorship deal with Chelsea FC|url=http://www.brandrepublic.com/news/741707/gatorade-signs-sponsorship-deal-chelsea-fc/|access-date=January 21, 2011|newspaper=Brand Republic|date=October 2, 2007}}</ref> Gatorade's 1991 ''[[Be Like Mike]]'' ads featured [[Michael Jordan]] of the [[Chicago Bulls]], a North American [[basketball]] team which had just won its first [[National Basketball Association]] championship at the time. The ads began airing in August 1991 and "Be Like Mike" became a household phrase in the United States.<ref>A more detailed account of its creation appears in {{cite book|first=Darren|last=Rovell|author-link=Darren Rovell|title=First in thirst: how Gatorade turned the science of sweat into a cultural phenomenon|url=https://archive.org/details/firstinthirst00darr|url-access=registration|location=New York|publisher=American Management Association|year=2006|isbn=9780814472996|oclc=60393271 }}</ref> In 2015, new versions of the ads were produced to commemorate the brand's 50th anniversary.

In more recent years, the Gatorade brand has continued to employ professional sports athletes in the promotion of its products. Primary endorsers in the 2000s have included [[Major League Baseball]] player [[Derek Jeter]] of the [[New York Yankees]], [[National Hockey League]] player [[Sidney Crosby]] of the [[Pittsburgh Penguins]], [[National Basketball Association]] player [[Dwyane Wade]] of the [[Miami Heat]] and [[Chicago Bulls]], [[PGA Tour]] golfer [[Tiger Woods]], and [[National Football League]] quarterback [[Peyton Manning]] of the [[Indianapolis Colts]] and [[Denver Broncos]].<ref name="usatodaygmk">{{cite news|last=Howard|first=Theresa|title=Gatorade ready to pump up marketing efforts|url=https://www.usatoday.com/money/advertising/2007-11-28-gatorade_N.htm|access-date=December 2, 2010|newspaper=USA Today|date=November 29, 2007}}</ref>

In April 2014, it was announced that Gatorade would become an official supplier to [[Formula One|Formula 1]] team [[Force India|Sahara Force India]].<ref name="autoracesponsor">{{cite news|url=http://www.sportspromedia.com/news/gatorade_to_supply_surging_sahara_force_india|title=Gatorade Joins Sahara Force India Sponsors|date=9 April 2014|publisher=[[SportsPro]] |access-date=1 July 2016}}</ref> Gatorade became the main global sponsor for the [[UEFA Champions League]] starting in the 2015–18 cycle outside of [[North America]].<ref>{{cite press release|url=https://www.prnewswire.com/news-releases/pepsico-and-uefa-champions-league-continue-global-partnership-through-2024-301182233.html|title=PepsiCo and UEFA Champions League Continue Global Partnership Through 2024|work=[[PepsiCo]]|access-date=1 December 2020}}</ref> In November 2021, Gatorade signed [[UConn Huskies women's basketball|UConn basketball]] superstar [[Paige Bueckers]], making her the company's first college endorser since the [[National Collegiate Athletic Association|NCAA]] allowed athletes at its member schools to receive [[Student athlete compensation|compensation for product endorsements]]. At the time, other athlete endorsers included basketball players [[Elena Delle Donne]], [[Jayson Tatum]], and [[Zion Williamson]]; NFL quarterback [[Trevor Lawrence]]; track star [[Sydney McLaughlin]], and tennis great [[Serena Williams]].<ref>{{cite news|url=https://www.yahoo.com/sports/uconn-paige-bueckers-signs-another-major-nil-deal-joins-gatorade-184611436.html |title=UConn's Paige Bueckers signs another major NIL deal, joins Gatorade |first=Krysten |last=Peek |website=Yahoo.com|date=November 29, 2021 |access-date=November 30, 2021}}</ref> By December 2023, Gatorade had signed three other college athletes to similar deals—football players [[Shedeur Sanders]] of [[Colorado Buffaloes football|Colorado]] and [[Nicholas Singleton|Nick Singleton]] of [[Penn State Nittany Lions football|Penn State]], and basketball superstar [[Caitlin Clark]] of [[Iowa Hawkeyes women's basketball|Iowa]].<ref>{{cite news |url=https://www.espn.com/womens-college-basketball/story/_/id/39096683/iowa-star-player-caitlin-clark-signs-nil-deal-gatorade |title=Iowa star player Caitlin Clark signs NIL deal with Gatorade |first=Alexa |last=Philippou |website=ESPN.com |date=December 12, 2023 |access-date=December 13, 2023}}</ref>

Gatorade also hosts a variety of [[Gatorade Player of the Year awards|awards]] given to high school athletes who excel in their respective sports. One prominent award given is the Gatorade National Football Player of the Year.<ref>{{Cite web|title = U.S. Army All-American Jacob Eason is making his case for Gatorade Player of the Year|url = http://usatodayhss.com/2015/us-army-all-american-jacob-eason-is-making-his-case-for-gatorade-player-of-the-year|website = USA Today High School Sports|date = October 16, 2015|access-date = 2015-10-16|language = en}}</ref>

== The Gatorade shower ==
[[File:Baltimore Orioles Opening Day Walk-Off Win (40208948445).jpg|thumb|[[Gatorade shower]]]]
The [[Gatorade shower]], originally called the "Gatorade Dunk", is an American sports tradition in which players from a victorious team sneak up behind the head coach with a Gatorade cooler and pour the entire contents (generally Gatorade and ice) over his head at the end of a game.

This tradition was popularized in the mid-1980s when [[Harry Carson]] and [[Jim Burt (American football)|Jim Burt]], of the [[1986 New York Giants season|New York Giants]], doused head coach [[Bill Parcells]] during the 1985 season. Burt's teammates picked up on this practice and popularized it during the team's championship season of 1986–87. The tradition has since become a recurring tradition across other team sports, including [[Canadian football]].<ref name=gatoradeshower>{{cite news|last=Trex|first=Ethan|title=Who invented the Gatorade shower?|url=http://www.cnn.com/2010/LIVING/wayoflife/01/07/mf.gatorade.shower.inventors/index.html#cnnSTCText|access-date=January 24, 2011|publisher=CNN|date=January 7, 2010}}</ref> The name may be used even when other drinks such as water or [[Powerade]] are substituted.

== Gatorade and oral rehydration ==
[[File:US Navy 110314-N-RG360-048 Sailors aboard the aircraft carrier USS Ronald Reagan (CVN 76) move cases of sports drinks and water in preparation to s.jpg|thumb|US Navy sailors prepare rehydration supplies to support disaster relief operations in the coastal waters off northern Japan in the wake of an 9.1 magnitude earthquake and subsequent tsunami in 2011.]]
In the aftermath of the 1994 [[Rwandan genocide]], aid agencies were struggling to save the lives of thousands of Rwandan refugees dying of [[dehydration]] due to [[cholera]] in camps in eastern [[Zaire]].<ref>{{cite news |first=Barbara |last=Crossette |url=https://www.nytimes.com/1994/07/24/weekinreview/the-world-reason-left-in-the-dust-as-refugees-pick-routes.html |title=The World; Reason Left in the Dust as Refugees Pick Routes |newspaper=The New York Times |date=July 24, 1994 }}</ref> The [[aid agency]] [[AmeriCares]] was heavily criticized for choosing to provide Gatorade as a form of [[oral rehydration solution]].<ref> Cahill, Kevin M. (ed.). ''Basics of International Humanitarian Missions''. Fordham University Press, 2003; {{ISBN|9780823222438}}; p. 230.</ref><ref>Rieff, David. ''A Bed for the Night: Humanitarianism in Crisis'', Simon & Schuster; September 30, 2003; {{ISBN|978-0743252119}}; p. 183.</ref><ref>{{cite web |first=Upendri |last=Gunasekera |url=http://wps.ablongman.com/ab_devito_esspubspeak_2/32/8193/2097658.cw/content/index.html |title=The Perils of Philanthropy |archive-url=https://web.archive.org/web/20131029192158/http://wps.ablongman.com/ab_devito_esspubspeak_2/32/8193/2097658.cw/content/index.html |archive-date=October 29, 2013 }}</ref> ''[[The New York Times]]'' stated:

<blockquote>But while Gatorade might be good for athletes, it is not good for cholera, said Dr. Michael Toole, an [[epidemiologist]] at the [[Centers for Disease Control and Prevention|Centers for Disease Control]]. Gatorade does not have all the essential ingredients that an [[Intravenous therapy|I.V.]] has, and people who were given it might have taken more appropriate solutions, Dr. Toole said.<ref>{{cite news |first=Edward |last=Bonner |url=https://www.nytimes.com/1994/12/18/weekinreview/the-world-post-mortem-for-charities-compassion-wasn-t-enough-in-rwanda.html |title=The World: Post-Mortem for Charities; Compassion Wasn't Enough in Rwanda |newspaper=The New York Times |date=December 18, 1994 }}</ref></blockquote>

AmeriCares' president responded: "We stand by our decision to ship Gatorade to Rwandan refugees. In the absence of [[drinking water|potable water]], Gatorade, with its electrolytes and water, saved countless lives in a true [[triage]] situation."<ref>{{cite news |first=Steven M. |last=Johnson |url=https://www.nytimes.com/1994/12/24/opinion/l-americares-relief-reached-rwanda-first-202444.html |title=AmeriCares Relief Reached Rwanda First |work=The New York Times |date=December 24, 1994 }}</ref>

== See also ==
* [[Gatorade Player of the Year awards]]
* [[Gatorade Center]]
* [[Gatorade shower]]
* [[Gatorwine]]
* [[Sports drink]]
* [[CytoSport|MuscleMilk]]
* [[Prime (drink)]]

==References==
{{Reflist}}

==External links==
{{commons category}}
* {{official|http://www.gatorade.com}}
* [https://www.gssiweb.org/en Gatorade Sports Science Institute]

{{PepsiCo}}
{{Sports Drinks}}
{{University of Florida}}

[[Category:Florida Gators]]
[[Category:Gatorade| ]]
[[Category:Culture of Florida]]
[[Category:Food and drink introduced in the 1960s]]
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