Gatorade Gets Into Action Sports; Signs Ortiz, Hollingsworth

Gatorade recently signed a multiyear deal with 14-year-old skater Chaz Ortiz, who will be the cornerstone of the sports drink company’s action sports campaign, according to a story published today on the Sports Business Journal’s Web site. The brand also signed snowboarder Ellery Hollingsworth and BMX star Nigel Sylvester.

“Gatorade’s entrance into skateboarding, snowboarding and BMX makes it the first isotonic beverage in a sports landscape dominated by energy drinks and soda brands. It will join fellow PepsiCo brand Mountain Dew in a battle for attention alongside Monster, Red Bull and Rockstar energy drinks.

Jeff Urban, Gatorade’s senior vice president of sports marketing, said the brand is developing its action sports strategy and expects to have it completed over the next five weeks.

‘We’re not ready to talk about the depth and breadth of what we’re doing, but we’re going to be invested in the sport and a bit more visible across a number of platforms,’ Urban said. ‘As a leader, we want action sports athletes to see themselves in our brand. It’s an important part of our expansion.’”

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