Gatorade Sweats the Competition | Defending the Title
3/11/202638 min
As the 1990s come to a close, Gatorade has become an established powerhouse brand, thanks to a 25-year head start and the star power of their spokesperson Michael Jordan. But the millennium brings fresh challenges to Gatorade’s dominance. Coca-Cola goes on the offensive, investing millions in their competing product, Powerade. And Powerade’s rise is only the beginning of Gatorade’s woes. As the science of sports drinks evolves, can Gatorade still keep up with its younger rivals?
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First 90 secondsDavid Brown· Host0:00
[dramatic music] It's January nineteen ninety-nine. A crowd of reporters is packed into the United Center arena, home of the Chicago Bulls. ESPN is broadcasting live, and the cameras are rolling. Six-time NBA champion Michael Jordan leans into the microphone and makes an announcement.
Michael Jordan· Soundbite0:31
I am here to, to announce my retirement from the game of basketball.
David Brown· Host0:35
[cheering] Yep, that's right. This is his second retirement. It's a massive moment for the world of sports and the world of advertising. Jordan is thirty-five years old and earning a reported forty-two million dollars a year in sponsorships, from Wheaties to Hanes to Sara Lee and Gatorade. Across America, marketing executives are worried about how Jordan's retirement will play out for their brands. But Gatorade's parent company, Quaker Oats, is prepared. They already have a transition campaign in the works, including a spot that pairs Jordan with soccer phenom Mia Hamm. Future campaigns will expand their roster even further, featuring world-class athletes like quarterback Peyton Manning, shortstop Derek Jeter, and more. Think of this as Jordan, once Gatorade's exclusive spokesperson,