IS IT IN YOU?
Gatorade is the world’s number one sports drink and the preferred choice of athletes and fitness enthusiasts in more than 80 countries. In 1965, Gatorade was developed by university researchers at the University of Florida in the United States. Their clear goal was to compensate for fluid loss through sweating during sports, enhance physical performance, and optimally hydrate athletes during intense training sessions. With over 60 years of experience and continuous research, the brand continues to pursue the philosophy of helping athletes perform at their best and unlock their full potential—a mission embodied by the slogan "Is it in you?"
In April 2024, the iconic U.S. brand was officially launched in Germany. In addition to the popular Blue Bolt flavor, the product range includes two sugar-free variants: Fruit Punch Flavor and Glacier Freeze. All products are available in convenient 0.5L PET bottles and can be found in retail stores.
In addition to global partnerships—including the UEFA Champions League and EA Sports FC—Gatorade is further expanding its engagement in German sports. Since 2025, the brand has been the official sports drink partner of five top German professional basketball clubs: ALBA Berlin, Telekom Baskets Bonn, Skyliners Frankfurt, Veolia Towers Hamburg, and ratiopharm ulm. In Berlin, Hamburg, and Ulm, the partnership also extends to the respective women’s teams.
The brand is also active in football: since January 2025, national team player Florian Wirtz has been the official brand ambassador for Gatorade in Germany, already featured at the point of sale as well as in a video campaign.
