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A US sports business reporter, who guzzled Gatorade during his recent running of the New York Marathon, traces the story of how this sports drink developed by three doctors became a marketing success. Rovell also gives voice to critics, who question athletes' need for a drink other than water. He includes photos of its developers, a long list of sponsors, the short form of Gatorade's creation story, and sales data.
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First in Thirst How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
D A R R E N
A M E R I C A N NEW
YORK
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SAN FRANCISCO
AT L A N TA ◗
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SHANGHAI
R O V E L L
M A N A G E M E N T ◗
BRUSSELS ◗
TOKYO
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A S S O C I AT I O N
CHICAGO
TORONTO
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MEXICO
CITY
WA S H I N G T O N , D.C.
Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Tel.: 212-903-8316. Fax: 212-903-8083. Web site: www. amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Rovell, Darren, 1978First in thirst : how Gatorade turned the science of sweat into a cultural phenomenon / Darren R