SKU: 55671276615

First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would be rival. Although a few other brands hold slim market shares, the fact is that

"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade."

Binding Type: Paperback
Publisher: Amacom
Published: 09/02/2005
ISBN: 9780814410950
Pages: 256
Weight: 0.80lbs
Size: 8.90h x 6.00w x 0.70d
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SKU: 55671276615

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capkafamily
Chelsea, US
★★★★★ 2
Crop- short hem
Color: Brown, Size: Large
Great fit but CROP! Doesnt look like photos at all. Fits beautifully everywhere but hem stops at top of my pants. I am 5'7"
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Reviewed in the United States on December 25, 2025
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Melody L. Collamer
Belleville, US
★★★★★ 3
Good quality. But dont down size
Color: Brown, Size: Small
Cute but too small on me. I ordered a Small by mistake from
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Reviewed in the United States on November 3, 2025
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Stephanie B.
Omaha, US
★★★★★ 5
Cute sweater but runs short
Color: Brown, Size: Large
This is a soft sweater with cute slight ballon sleeve. The color is a true brown stripe. The downside is that the length is a bit short, hitting about 2-3 inches below the belt. I’m self conscious about my belly so I like longer sweater. The Henley style is a nice departure from the typical crew or Vneck.
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Reviewed in the United States on November 15, 2025
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They are OK for the price half of them were missing the slits for the pens, compact and nice colors though.
Pawtucket, US
★★★★★ 5
Elevated Casual
Color: Navy, Size: Large
Looks very J.Crew without the price. The stitching feels higher quality, the knitted fabric does feel slightly cheap but that would be expected. Simple way to elevate an outfit. True to size, but have not washed yet.
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Reviewed in the United States on February 17, 2026
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TripletMama Heather
Belleville, US
★★★★★ 5
Perfect for casual wear and dressy style
Color: Dark Green, Size: Small
This sweater is soooo soft and the color is so rich. The fit of it is perfect, not too tight and not too baggy, just right and I used the size guide to pick my size. Just for reference, I am 5'3" and 130lbs, 38C bust. It's well made and washes great. I chose to hang dry mine as I typically don't put any of my sweaters in the dryer to dry, just to fluff them. I have this one in two colors, the green and the tan/beige and I would say they are both a true representative of the color shown.
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Reviewed in the United States on November 15, 2025

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