The document summarizes the history and success of the sports drink Gatorade. It details how Gatorade was invented in 1965 at the University of Florida to combat dehydration in football players. The drink was then commercialized by Stokely-Van Camp in 1967. Through endorsement deals with the NFL and Michael Jordan, and effective marketing campaigns like "Be Like Mike", Gatorade came to dominate the sports drink market, growing to over 75% market share despite competition from Coke's Powerade and Pepsi's Mountain Dew Sport. The document attributes Gatorade's success to being the first mover in the category as well as its marketing muscle against rival brands.

2. First in Thirst AUTHOR: Darren Rovell PUBLISHER: Amacom DATE OF PUBLICATION: 2005 NUMBER OF PAGES: 214 pages Book pic

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