With the air conditioning malfunctioning at AT&T Center, LeBron James missed the final minutes of Game 1 of the 2014 NBA Finals due to cramps. The Internet blew up because of it, and a number of sports drinks companies started to get into it because of LeBron's cramps.
Gatorade got things started with a simple tweet about the heat at the game, then responded to another Twitter user with a shot at LeBron.
CNN's Rachel Nichols provided all of Gatorade's tweets about LeBron's cramps.
Instead of making a joke about the cramps, Powerade congratulated LeBron on breaking 4,000 points and 1,000 assists in the playoffs. James just so happens to be a paid endorser for the company.
BodyArmor SuperDrink decided to get in on the action too, pointing out that it looked like LeBron may have been drinking Gatorade during the game.
Los Angeles Lakers superstar and BodyArmor investor Kobe Bryant posted this picture on Instagram with the following caption:
Pro and college players should be allowed to CHOOSE what sports drink hydrates them the best and not be FORCED to drink LEAGUE SPONSORS. #AthletesChoice 2 much on the line for cramping #UpgradeYourSportsDrink@drinkbodyarmor #AthletesFirst