First In Thirst How Gatorade Turned The Science Of Sweat Into A Cultural Phenomenon

Gatorade's history spans the nutrition and fitness fads as well as the rise of celebrity endorsers and designer advertising. Rovell has gained access to virtually all of the key figures in this colorful and instructive story, from the original inventors to top executives to well-known athletes and coaches. The book includes exclusive accounts of the drink's invention, and takes an inside look at the evolution of a global phenomenon. In many ways, Gatorade has found the Holy Grail of product success: it not only created and perfected a great product, it also singlehandedly built the need and the market that would ensure that product's dominance year after year.

"Given its prominence and brand equity, it's amazing we've had to wait until now to read the story about the domination of Gatorade. Darren Rovell will quench your thirst by deftly weaving the tale from its humble beginnings to its extraordinary market share and iconic brand status." -- David Stern, NBA Commissioner

"Well dump a bucket of green juice over my head! This guy knows how to tell a story. What a great insider's look at the building of a brand that people believe in." -- Seth Godin, author, All Marketers Are Liars

Darren Rovell has been reporting on sports business since 1998. Since June 2000 he has served as ESPN.com’s sports business reporter. He also appears on numerous ESPN radio affiliate shows and on ESPNews, and contributes to ESPN’s flagship Sports Center, its investigative Outside the Lines shows, and ESPN2’s morning show Cold Pizza. In 2004, Rovell was named to Newsbios’ 30 under 30, a list of the top 30 national business reporters under 30. He is the co-author of On the Ball: What You Can Learn About Business from America’s Sports Leaders. Mr. Rovell is based in Bristol, Connecticut.