In 2010, Gatorade plans to release a number of new beverages and is working closely with a number of their key athletes to represent the new offerings.
On Nov. 11, tennis superstar Serena Williams was in Chicago to work with experts from the Gatorade Sports Science Institute as part of this venture.
Analysts say that Gatorade is designing specialty beverages designed for athletes before, during, and after athletic events. PepsiCo has reportedly filed for trademarks on names including Prime, Perform, and Recover for the new line.
Gatorade is still represented by elite athletes like Williams, Peyton Manning, Dwyane Wade, and Derek Jeter, while retired basketball superstar Michael Jordan continues to be a driving market influence for Gatorade as well.
In 2001, PepsiCo bought Quaker Oats, the parent company of Gatorade, and has since seen an annual growth from the brand between 12 and 18 percent.
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