Every Athlete wants that extra edge over the
competition, that leg up in order to compete and win at a high level. Hydration
and recovery are two of the most important words in athletic training which
helps athletes like me get that edge. One of the biggest companies in this industry
of helping athletes get to that next level is Gatorade. Gatorade is one of the
most prominent companies that made a huge splash after the University of
Florida of Medicine found a new way to hydrate the college football team in
1965. Today Gatorade, owned by PepsiCo, fuels millions of athletes around the
globe. Products such as their thirst quenching Gatorade Frost series with key electrolytes
to keep you going during an intense workout and their renowned protein shakes
to restore key nutrients lost during workout and protein to build lean muscle.
They have even expanded their products by adding an equipment line such as
water bottles and towels.
From the
National Hockey league to the European Futbol league Gatorade is the go-to
company. Opinion Leaders such as Cleveland Cavaliers star forward LeBron James
and the National Football League’s Defensive player of the year J.J Watt are
just two examples of the star studded endorsements that Gatorade has. Opinion
leaders are “individuals who exert direct or indirect social influences over
others” (“Marketing The Core”). Gatorade is well known for using opinion
leaders to really connect with their target market. Gatorade’s target is
athletes and what better way to target athletes then to show them that some of
the greatest athletes in the world use their products. I mean let’s be honest
if the greatest football player of all time Tom Brady drinks Gatorade during
his workouts, people will drink a lot more Gatorade.
Gatorade is trying to connect the organization
and the products that they sell to its consumers. The word Relationship Marketing
is defined as a company who “links the organization to its individual
customers, suppliers, employees, and other partners for their mutual long-term
benefit” (“Marketing The Core”). Another way Gatorade tries to connect with
their consumers is by helping the community at large. A huge way that Gatorade
does this is through Gatorade’s “Play it Forward” program. Their Mission
statement is “fueling a better world through sports.” Gatorade saw the huge
impact that sports have on the community such as better school spirit, overall
health of a person, emotional well-being, and more. So Gatorade decided to take
it a step further and branch out across the USA. They decided to connect the “Gatorade
Player of the Year” to giving money to the community’s sports programs. The way
it works is by granting $1,000 to the local or national youth club of the
Player of the Year’s choosing. They partner with sponsors like Boys and Girls
club of America to help spread awareness for this great cause.
In 2014, High school basketball standout Karl
Towns Jr. from St. Joseph High school in New Jersey, won the Gatorade player of
the year award. This award, given to him by past winner Andrew Wiggins, meant
so much to Towns Jr. that the year after he continued to work in his community
to improve athletics. He has stared in multiple Gatorade commercials since then
and especially after his breakout year last year in the NBA for the Minnesota
Timberwolves. He has become a pillar in his community and a role model to so many
athletes around the world. While watching his acceptance speech of this award,
it was clear to me that it meant so much to him not only to be recognized for
his athletic ability but he has been given the opportunity to give back to his
community.
Gatorade not only strives to improve athletes on
the field with hydrating drinks and high protein foods but they also strive to
improve athletics in general off the field with programs such as Play It
Forward. On and off the field Gatorade strives to make a difference in sports
and this is THE BIG PICTURE.
Works
Cited
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