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Gatorade Gets An Attitude

In the middle of November, I received an awkward email.

I’m reaching out to you on behalf of one my clients, a well know brand in the sports industry.  My client would like to send you a special package that only exclusive bloggers, like yourself, are getting.  If you’re interested, please send me your mailing address and I will have the package sent to you.  Please pardon the vague request but there is some confidentially around the announcement.  If you’d like to discuss the opportunity please give me a call.

What the heck, why not?  I sent the sender my address wondering what exciting product I might be receiving in the mail.  Almost exactly a month later, a huge white box arrived.  I opened it up, dug under the mound of confetti, and found seven Gatorade bottles.  These were not any normal Gatorade products, though.  The bottles had labels with big letters and each claimed to provide a different benefit.  Is Gatorade re-branding itself?

The press release included in the package is titled, “Gatorade Unleashes New Attitude, Enhanced Beverages.”  So it definitely seems like Gatorade is tired of companies like VitaminWater taking a large share of its market.  The strategy is to re-design its product and add some nutrients to its existing line of products and new flavors.

I am currently in the process of trying to get rid of a lingering cough, so I searched through the bottles to find one with a good dose of Vitamin C.  I took Gatorade AM, now called Shine On, with me to the gym yesterday to hopefully give me some energy and provide an immune boost to my system.  I have never been a huge Gatorade fan, but the taste was better than their traditional flavors.  I try to avoid ingesting too much sugar, so if you are like me, you may still prefer bringing water with Crystal Light to the gym.  Sugar aside, I enjoyed the drink.  Let’s see if it helps me tackle this cold.

Want to try out the new Gatorade product line before it reaches stores?  Let us know what you are most excited about for 2009.  Make it sports related.  Leave it in the comments section below.  We will randomly pick a few winners and inform Gatorade to hook you up.

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.

14 replies on “Gatorade Gets An Attitude”

Looking forward to USF winning the Big East next year and going to a BCS game. Also, seeing my Rays take down the Yanks and Bo Soxs and repeating as AL East Champs, AL Champs and hopefully World Series Champs!!

…watching the Cincinnati Reds’ young talent coming to fruition. A newly signed Taveras (who will play up to his 07 numbers) will bring stability and respectability to the top of the Reds’ lineup. Bruce and Votto will shine in year 2 of their young careers. Phillips will bounce back to a .300-hitting 30-30 candidate. A healthy Alex Gonzalez will bring his gold-glove caliber defensive skills to SS and Edwin Encarnacion will hit 25 bombs and drive in 100 runs. Hernandez will thrive in his new environment-taking advantage of the friendly confines of GAB. Harang will pitch again like the Harang of old, Edinson Volquez will gain a bit of control, and will finish in the top 3 in Cy Young voting. Oh, and Cueto will bring stellar strike out numbers and a sub 3.50 era. A Reds-Rays series would be fantastic…

…its going to be a great 2009.

I am looking forward to who of the newest NFL coaching hires are going to make an impact on their new teams this upcoming season. With the prospect of several new faces, like this past season, it should be an interesting spring and summer.

I’m looking forward to the 2009 NY Mets season! With the addition of KRod and Putz, they should be able to hold down the 8th & 9th. Now I’m looking forward to them getting Lowe as well so they can get to the 8th & 9th!!!

I am looking forward to seeing one Mr. Darren Heitner on the ESPY’s, presenting an award. I am also looking forward to watching Rich Rodriguez leading the Wolverines to the promised land.

I am also looking forward to that Gatorade showing up on my doorstep…

@aGent37: I’m looking forward to a Ravens v Giants matchup, a reunion of 2000 but I believe the outcome may be different. That’s my 2009 highlight.

I’m looking forward to the Stanley Cup Playoffs, the Frozen Four, and a new college football season with a new quarterback at Michigan.

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