GATORADE / THE FABLED FORMULATION / BY NICK PARISH

Issue 24, 1 September 2010

Before anyone worried about hydration, there was Gatorade. It stormed from the Florida Swamps to fuel winners and dominate the non-carbonated beverage category. But competition, both from familiar faces in the beverage industry and relative newcomers, blindsided the brand. And then there was a recession. Gatorade's response: new product efforts, renewed focus on its core athletic audience and a tactical approach to social media that would make the coaching legends who've taken Gatorade showers proud

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