Gatorade Created a Shop With a Secret Room Full of Tech-Driven Training Equipment

Inside the brand's SXSW activation

SXSW attendees could try their hand at some quarterback drills at Gatorade's pop-up store. Gatorade

Gatorade made its SXSW activation slightly deceptive. When attendees walk into the space they enter into the G-Store—a somewhat small pop-up shop filled to the brim with any and every possible Gatorade product you could imagine, from protein powder to classic Gatorade drinks.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.