By Tripp Mickle
http://www.sportsbusinessjournal.com/article/61061
This article discusses how Gatorade has stepped up to become the first isotonic beverage sponsor of action sports athletes and properties. The brand had begun a push into action sports by signing 14-year-old skateboarder Chaz Ortiz, 17-year-old snowboarder Ellery Hollingsworth, and 18-year-old BMX star Nigel Sylvester. These three will be the conerstones of a broader expansion by the brand into action sports that is to include deals with properties, as well.
With Gatorade's entrance into skateboarding, snowboarding and BMX, they will be joining fellow PepsiCo brand Mountain Dew and competing alongside energy drinks Monster, Red Bull and Rockstar for attention.
I commend what Gatorade is doing with their re-branding (as mentioned in my previous post) and their expansion into the arena of action sports, but I have a problem with signing a 14-year-old to be the icon of all their marketing campaigns and materials. Don't get me wrong, I commend the young kid for his accolades he has received for all his hard work, but I do not feel like he should be the icon of Gatorade's actions sports expansion when he should be focusing more on his education. Maybe Gatorade should have some boundaries on who they sign to represent their product.
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