Performance fare

US – Sports drink brand Gatorade has revealed plans to become the leading provider of sports fuel products and information.

• The initiative highlights the brand’s ultimate aim of becoming a global sports brand
• An accompanying microsite features videos starring high-profile athletes such as Usain Bolt, D’Angelo Russell and Bryce Harper

Your Game Is Our Lab, designed by TBWA/Chiat/Day, depicts athletes as anthropomorphised collections of data that inform the development of Gatorade’s performance-optimising products through their daily activities.

Some of the sports fuel products on show include protein bars, vegetable-based nitrate boosts, protein-enriched yoghurt and a smart bottle that tracks users’ hydration levels.

‘We still have these athletic challenges or problems to solve, we still have athletes wanting to become more effective and better at what they do, and they want to know as much about their bodies as possible,’ Gatorade’s senior vice-president and general manager Brett O’Brien told Co-create. ‘Let’s get out there and learn with the athletes, and develop some amazing stuff to help them get better than they already are.’