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First in Thirst

First in Thirst

First in Thirst

How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

by Darren Rovell

First in Thirst chronicles the rise of the sports-drink industry and the near-monopoly that Gatorade has built and maintained through savvy marketing and branding strategies. In this summary, business journalist Darren Rovell offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps that have attended Gatorade’s reign as the 800-pound gorilla of the sports-drink scene.

What You'll Learn

  • Discover Gatorade's history. See how it spans the nutrition and fitness fads as well as the rise of celebrity endorsers and designer advertising.
  • Meet the people who invented Gatorade. Learn which top executives and sports figures helped the inventors make it a success.
  • Learn how Gatorade was invented. Get an inside look at the evolution of a global phenomenon.
  • Discover the nine Gatorade Rules. Learn which business principles helped to make Gatorade one of the most dominant brands ever.
  • Learn the details behind the product. See how Gatorade?s marketing process not only created and perfected a great product, but built the need and the market that would ensure that product?s dominance year after year.
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