First in Thirst
How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Author: Darren Rovell
Pub Date: September 2005
Print Edition: $27.95
Print ISBN: 9780814434574
Page Count: 256
e-Book ISBN: 9780814429099
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Visit any sporting event, from a Saturday morning tee-ball game to primetime NFL football, from auto racing to marathons, from playground pickup games to world championships, and you’re likely to see them: bright orange coolers or plastic bottles of what in many ways is a magic potion. Somehow this funny-tasting specialty product has, since its modest origins 40 years ago, taken on a life of its own. It has become not only a must-have conditioning accessory for serious athletes and a staple of weekend warriors everywhere, but also a cultural icon and one of the most recognizable brands in the world.
Yet even more astounding than the unrivaled success of Gatorade are the stories and people behind it . . .
“Given its prominence and brand equity, it’s amazing we’ve had to wait until now to read the story about the domination of Gatorade. Darren Rovell will quench your thirst by deftly weaving the tale from its humble beginnings to its extraordinary market share and iconic brand status.”
— David Stern, Commissioner, National Basketball Association
“Without Darren Rovell’s First In Thirst, how would I know there was once a Gatorade called ‘ESPN the Flavor’? At last I understand how Chris Berman and Stuart Scott race through exhausting highlight packages without becoming dehydrated.”
— Bob Costas, Broadcaster, NBC and HBO
“The story of Gatorade’s wild success was just waiting to be told, and Darren Rovell is the perfect person to tell it. First in Thirst is a business book and a marketing book and a zeitgeist book, but most of all it’s just a terrific book to read.”
— Stephen J. Dubner, co-author of Freakonomics: A Rogue Economist Explores the Hidden Side of Everything
“First In Thirst chronicles why Gatorade has become the ‘oral imperative’ for athletes, just like spinach was for Popeye.”
— Joseph R. Castiglione, Director of Intercollegiate Athletics, University of Oklahoma
“Well dump a bucket of green juice over my head! What a great insider’s look at the building of a brand that people believe in.”
— Seth Godin, author, All Marketers Are Liars
“Being first, picking a shocking name, and using liberal quantities of PR are the three rules of brand building. Darren Rovell tells the fascinating story of one brand that did all three exceptionally well.”
— Al Ries and Laura Ries, co-authors, The Origin of Brands
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