BodyArmor CMO on How Innovation Will Help Powerade Take on Gatorade

The reformulated sports drink adds NBA superstar Ja Morant as the face of the brand

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Powerade made a name with a generation of sports fans by having Michael Vick throw footballs out of stadiums, LeBron James drain impossible threes, and Derrick Rose take his long ride to the NBA.

What Powerade hasn’t done since its first appearance in 1988 is loosen Gatorade’s grip on the sports drink market. The PepsiCo brand still holds roughly 67.7% of all category sales in the U.S. prior to the pandemic (down from 76.6% in 2015, according to Euromonitor).

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