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Gatorade chief marketing officer Kalen Thornton on evolving the sports drink’s playbook
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Ironically, the sports drink category wasn’t very competitive for a while. That has all changed thanks to increased competition, a recent spate of innovation and a new player on the field for Gatorade. Former Nike exec and Dallas Cowboys linebacker Kalen Thornton shares his vision for Gatorade’s brand marketing as it looks to the future of sport.
Gatorade has dominated the sports drink category since its inception in 1965. For much of its run, the PepsiCo-owned beverage has leveraged its powerful heritage and high-profile partnerships with some of the world’s top athletes. And try as they might, Coca-Cola could never really find a way to compete via Powerade or any of its other products. ....

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