Gatorade Celebrates Michael Jordan's Hall of Fame Induction with limited edition Jordan series of Gatorade Thirst Quencher
Six Collectible Labels, Three New Flavors Honor Jordan’s Career Then, Now and Forever
CHICAGO (July 13, 2009) – Gatorade and Michael Jordan share one of the most prominent and enduring partnerships in sports, and to commemorate the all-time great’s induction into the Naismith Memorial Basketball Hall of Fame this fall The Gatorade Company, a division of PepsiCo (NYSE:PEP), is unveiling the Limited Edition Jordan Series of Gatorade® Thirst Quencher. These new offerings, which will be available from early July until supplies last, celebrate several of Jordan’s legendary “G” moments – then, now and forever – and offer fans six opportunities to take home a piece of Jordan history.
“From its role fueling Michael Jordan on the court to the unforgettable ‘Be Like Mike’ ad campaign, Gatorade was as much a part of Michael’s game as his explosive leaps or his trademark fade-away,” said Sarah Robb O’Hagan, chief marketing officer for Gatorade. “Michael’s Hall of Fame induction is the latest ‘G’ moment in a career filled with them, and fans will certainly want to have a piece of history by collecting all six of these commemorative bottles.”
The Limited Edition Jordan Series features three new flavors of Gatorade Thirst Quencher which represent Jordan’s career then, now and forever. There are six variations in all, and each tells a portion of the Jordan story through pictures and words. They include:
· Then – Championship Blue (Berry Cherry Blend): Two labels celebrate Jordan’s early rise to stardom. The first honors his days at E.A. Laney High School in Wilmington, N.C., where Jordan once was cut from the varsity basketball team. Jordan, who kept a stash of Gatorade in his garage to fuel his training, rebounded through increased guts and dedication to become the school’s best player. A second “then”-themed label showcases his time at the University of North Carolina, where Jordan famously hit the game-winning shot for the Tar Heels during the 1982 NCAA Finals.
· Now – Championship Gold (Citrus Orange Blend): Based on Jordan’s favorite Gatorade flavor, the citrus orange blend of Championship Gold turns the spotlight on Jordan’s enduring business acumen. The first label displays his continuing role in the NBA as part owner of the Charlotte Bobcats. The second label describes how Jordan took his golden touch to the world of “Superbikes” as founder of Michael Jordan Motorsports, where his winning team already won its first AMA Superstock Championship in 2008.
· Forever – Championship Red (Berry Blend): Two labels honor Jordan’s enduring legacy – the unforgettable memories that will enthrall fans forever. One label highlights his career accomplishments (six NBA championships and a host of individual records) while another label focuses specifically on Game 5 of the 1997 NBA Finals, when despite waking that morning with flu-like symptoms Jordan courageously scored 38 points and led the Bulls to a pivotal victory, all while drinking Gatorade on the sidelines to provide the fuel he needed to compete.
Jordan utilized Gatorade to fuel great performances throughout his career and in 1991 the perennial All-Star signed a formal endorsement deal with Gatorade that continues today. Almost instantly the partnership put a stamp on sports and pop culture, beginning with the famous “Be Like Mike” advertising campaign which displayed a new, playful side of this intense competitor and quickly caught on with mainstream audiences. Since then both Gatorade and Jordan have flourished and reached new heights together. Jordan has appeared in more than 30 television commercials for Gatorade, including the “Michael vs. Mia” campaign with soccer legend Mia Hamm (1999-2000); the groundbreaking “23 vs. 39” ad which debuted during the Super Bowl in 2003 and featured Jordan playing and mentoring his 23-year-old self; and this year’s star-studded “What’s G?” campaign which launched the idea of “G” as a badge of pride for today’s athletes and active people.
The Limited Edition Jordan Series goes on sale at grocery, convenience and specialty stores beginning in early July until supplies last.
The Gatorade Company is a division of PepsiCo (NYSE: PEP). The Gatorade hydration portfolio includes the nation’s leading sports drink, Gatorade® Thirst Quencher, as well as Gatorade Tiger™ Focus and G2®. Gatorade is designed to meet the needs of all athletes, no matter where they’re active. Gatorade is backed by more than 40 years of research and is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to enhance athletic performance. G2 is a low-calorie sports drink containing electrolytes, B vitamins and antioxidant vitamins C and E to support a healthy lifestyle. Gatorade Tiger Focus provides advanced hydration, carbohydrates, and theanine which together help promote hydration for mental focus. PepsiCo’s overall hydration portfolio includes leadership brands Gatorade, Propel®, Aquafina® and SoBe Life Water®. For more information, please visit www.gatorade.com and www.pepsico.com.