The entire energy drink market has blown up right under Gatorade’s oblivious nose and the only time they ever seemed to take notice was when Salman Agah attempted to launch and market Skaterade.
Now it appears that someone has kicked the sports drink company in the nuts because they’re diving in on action sports like bums on a bottle, according to a story in Sports Business Journal.
The brand signed a multiyear deal with [Chaz] Ortiz that sources valued in the low to mid-six figures annually. He will be the cornerstone of Gatorade’s action sports campaign and will be featured alongside its marquee athletes, including Derek Jeter, Dwyane Wade and Peyton Manning. . . . The brand also signed smaller deals with snowboarder Ellery Hollingsworth, a 17-year-old from Darien, Conn., and BMX star Nigel Sylvester, an 18-year-old from Queens, N.Y. The athletes will be featured in Gatorade’s action sports campaigns, which are being planned. Terms of those deals were not available.
That fact that Gatorade never had any bull balls or caffeine in it always made it a favorite around here anyway. And for Chaz, the “mid-six figures” shouldn’t be so bad.
[Link: Sports Business Journal via Skatedaily.net]
