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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MC23
Chelsea, US
★★★★★ 5
Nice!
Scent: Amber
For the record... This is the FIRST ever I'm reviewing something on the first day! This stuff smells amazing! And all I've washed so far with it is my hands! Got it, (after an 8hr shift of work) and washed my hands with it, sitting outside 80 degrees with a breeze and I keep getting a wiff of it. Smells amazing like I'm wearing a cologne! My wife noticed and asked why I was wearing cologne. Highly recommend
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Reviewed in the United States on March 6, 2026
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Twerkjerky
Chelsea, US
★★★★★ 5
Smells great
Scent: Casked Vanilla
The best
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Reviewed in the United States on April 25, 2026
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BOBBY
Bozeman, US
★★★★★ 5
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Scent: Casked Vanilla
I really like Cremo body wash. They have so many different scents. I have 5 of them. Choose the scent that best fits u..
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Reviewed in the United States on April 4, 2026
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Randy woodall
Dallas, US
★★★★★ 5
Choose your smell
Scent: Casked Vanilla, Scent: Casked Vanilla
It is very good body wash. I tried the Fragrance. It’s ok but I like the golden Amber much better. I also like the shampoo and conditioner
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Reviewed in the United States on May 31, 2026
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Colvinson Valeus
Lexington, US
★★★★★ 5
One of the best
Scent: Bourbon Oak
One of my go to and you won't regret it
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Reviewed in the United States on June 4, 2026

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