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First in thirst : how Gatorade turned the science of sweat into a cultural phenomenon

Author: Darren Rovell
Publisher: New York: AMACOM American Management Association, [2006]
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
What began in 1965 as the after-hours project of four University of Florida doctors, Gatorade has grown into an internationally renowned brand that today comprises 80 percent of the U.S. sports drink market it created. A lifelong Gatorade consumer and ESPN.com's sports business writer, Rovell locates the increasingly wide intersection of sports, business and popular culture, creating an account wide in scope, rich  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
First in thirst
New York, NY : American Management Association, c2006.
(DLC) 2005013242
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Darren Rovell
ISBN: 9780814429099 0814429092 9780814472996 0814472990
OCLC Number: 61658620
Description: 1 online resource
Contents: Sweat in a bottle --
The mystique is born --
From field to shelves --
Wrestling over Gatorade --
The "tipping" point --
"Be like Mike" --
"We're going to war" --
The Gatorade rules --
Gatorade critics.
Responsibility: Darren Rovell.
More information:

Abstract:

Gatorade invented the sports drink and it has been first in the marketplace ever since. But it's more than just a thirst quencher and a dominant brand. This book is the story of a phenomenon that  Read more...

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A lifelong Gatorade consumer and ESPN.com\'s sports business writer, Rovell locates the increasingly wide intersection of sports, business and popular culture, creating an account wide in scope, rich in details and sufficiently varied to keep the pages turning. Rovell\'s research pays big dividends in entertaining stories, relating, for instance, when Florida\'s head football coach, Ray Graves, initially allowed the doctors to test Gatorade, but only on his freshman team; or the late nights before games when the doctors could be found in the lab squeezing lemons into the concoction to mask its then-rancid taste; or Stokely Van-Camp\'s decision, when buying Gatorade from the doctors and their investors, to compensate the Gatorade Trust on a royalty structure instead of paying a flat $1 million fee, which \"turned out to be a boon for the doctors. 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