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Gatorade Thinks Beyond the Bottle

According to Xavi Cortadellas, Gatorade’s senior director of global innovation and design, Gatorade is in the process of launching a sophisticated digital program that is designed to deliver personal tracking and nutrition. “We want to help athletes better fuel themselves, to have better health and nutrition. The more regimented they are on what they are eating and what they are drinking, the better athletes they’ll be.”

A new water bottle is the centerpiece of Gatorade’s “Gx” sports drink customization platform, which Gatorade is positioning as a “complete ecosystem” for athlete hydration.