Transforming Gatorade From A Sports Drink Brand To A Leader In Sports Fuel [PSFK 2016]
Personalized formulas, meal supplements and organic offerings help the brand cater to every athlete
Whether training in a professional sports stadium or neighborhood park, all athletes require fuel and hydration to keep them going — however, based on age, health, and workout intensity, their intake needs may vary greatly. Like leading sports brands Nike and Under Armour, Gatorade’s innovation strategies for 2016 and beyond focus on personalizing offerings to the training needs and goals of each consumer, in order to help them to make the most of their workout.
At the Gatorade Fuel Lab, Xavi Cortadella, Gatorade’s Global Innovation Director, discussed the company’s personalization initiatives—including customized formulas, complimentary meals, and organic offerings—designed to transform Gatore from a sports drink brand into a holistic sports fuel solution.