SKU: 55671276615

First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would be rival. Although a few other brands hold slim market shares, the fact is that

"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade."

Binding Type: Paperback
Publisher: Amacom
Published: 09/02/2005
ISBN: 9780814410950
Pages: 256
Weight: 0.80lbs
Size: 8.90h x 6.00w x 0.70d
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SKU: 55671276615

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DALIA ALVAREZ
Boise, US
★★★★★ 5
Great shoes
I like these shoes they are comfortable, and look great. Good quality, it fits to its size.
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Reviewed in the United States on May 19, 2025
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Leonardo Perez
Draper, US
★★★★★ 1
Mal presentado
Size: 9, Color: Black Full Grain
Un zapato llego con cosido defectuoso
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Reviewed in the United States on October 29, 2025
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Joe
Charlottesville, US
★★★★★ 5
Comfortable
Size: 11.5, Color: Black Full Grain
Fit great very comfortable
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Reviewed in the United States on October 16, 2025
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DAVID L.
New York, US
★★★★★ 5
Nice shoes!
Size: 11, Color: Black Full Grain
I bought them in black and I like them so much I will be buying the brown soon. They fit true to size and are comfortable and stylish. I like the clean simplicity. They're basically a dressy sneaker which is perfect for my job's 'dress code'. Yet they're stylish enough to be worn weekends or a night out. They seemed just a touch stiff out of the box but IMO that's completely normal and fine - after just a couple days of wearing them they are breaking in nicely. No complaints on that. They seem to be of very high quality and I'm very happy with them.
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Bamaphan
Chelsea, US
★★★★★ 5
Good shoes!!!!!
Size: 10, Color: Tan Full Grain
They are comfortable, they fit, great style. I bought blue, brown and black shoes.
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Reviewed in the United States on August 18, 2025

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