First in Thirst

About the Author

Darren Rovell is a renowned sports business reporter for ESPN.com. His expertise and passion for sports are reflected in his insightful writing and investigative reporting. Recognized as one of the top 30 national business reporters under the age of 30 by NewsBios in 2004, Rovell has a unique ability to delve into the business aspects of sports, offering readers a deeper understanding of the industry's inner workings. He frequently appears on ESPN radio and TV news programs, bringing his knowledge to a wider audience. Rovell is also the co-author of On the Ball: What You Can Learn About Business from America's Sports Leaders, further establishing his authority in the field.

Main Idea

First in Thirst chronicles the incredible journey of Gatorade from a humble scientific experiment to a cultural icon and market leader in the sports drink industry. Through savvy marketing, strategic branding, and an unwavering commitment to innovation, Gatorade has maintained its dominance for over four decades. Rovell provides a detailed account of the negotiations, battles, and breakthroughs that shaped Gatorade's success, offering valuable insights into the principles that have made it one of the most powerful brands in modern business history.

Table of Contents

1. Sweat in a Bottle
2. The Mystique is Born
3. From Field to Shelves
4. Wrestling Over Gatorade
5. The 'Tipping' Point
6. 'Be Like Mike'
7. 'We're Going to War'
8. The Gatorade Rules
9. Gatorade Critics

Sweat in a Bottle

In the early 1960s, Dr. Robert Cade and his colleagues at the University of Florida were tasked with solving a critical problem: the severe dehydration and heat exhaustion faced by the university's football players. Their solution, a drink formulated to replenish fluids and electrolytes lost through sweat, was the humble beginning of what would become Gatorade.

Dr. Cade and his team meticulously researched the physiology of sweat, experimenting with various ingredients to create a drink that would effectively hydrate athletes without causing stomach cramps. The breakthrough came with a simple mixture of water, salts, and glucose, which moved into the body more quickly than water alone.

The initial concoction, however, tasted terrible. Determined to make it palatable, the team added lemon flavoring, and the first batch of Gatorade was ready for testing. The results were promising, and soon the freshman football team, and eventually the varsity team, were using Gatorade to combat the Florida heat. This early success laid the foundation for a sports drink revolution.

"We did it in part because we thought what they were doing could change the sport." - George Dean

The Mystique is Born

The real magic of Gatorade began to unfold during the 1966 football season. With quarterback Steve Spurrier leading the team, the Florida Gators had their best season yet. Players credited Gatorade for giving them an edge, and the drink quickly became a symbol of athletic excellence.