SKU: 55671276615

First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would be rival. Although a few other brands hold slim market shares, the fact is that

"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade."

Binding Type: Paperback
Publisher: Amacom
Published: 09/02/2005
ISBN: 9780814410950
Pages: 256
Weight: 0.80lbs
Size: 8.90h x 6.00w x 0.70d
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SKU: 55671276615

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CJH
Waukegan, US
★★★★★ 5
Non-greasy and doesn't damage clothing
Size: 5 Fl Oz (Pack of 1)
I looked hard for a high quality sunscreen that wouldn't turn my clothes orange and this meets my needs. It is a strong, 30 SPF, but it is not heavy or greasy. It is effective, and it does not discolor my clothing.
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Erin
Belleville, US
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A must for summer!
Size: 5 Fl Oz (Pack of 1)
My go-to sunscreen. It’s clean, lightweight, and doesn’t leave that white cast like a lot of mineral formulas. I have blonde extensions and this is one of the only ones I’ve found that doesn’t turn them pink, which is huge. Wears really nicely on the skin and layers well—definitely a staple for me.
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Jennifer Kinzer
Chelsea, US
★★★★★ 4
Overall good basic
Size: 3 Fl Oz (Pack of 1)
I was looking at mineral sunscreens because they are more natural, but I found the chalky film they leave on the skin to be undesireable. Still, I did not want a fully chemical formula. I was able to find this hybrid that also has hydrating ingredients and ceramides for the skin. It goes on light and provides great coverage. It is a little shiny/greasy however which is why I dropped a star.
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Reviewed in the United States on January 31, 2026
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Xavier Vivenes
Omaha, US
★★★★★ 5
Great sunscreen for travel
Size: 3 Fl Oz (Pack of 1)
I’ve tried several sunblocks and this one is the one. CeraVe never disappoints. I took it with me to Cancun this past weekend and with plenty of sunshine my face and body stayed well protected. No sunburn at all. It also absorbs nicely and doesn’t leave white marks on the skin. The size is perfect for traveling with just a carry-on.
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Jill P
Grantham, US
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No white cast.
Size: 3 Fl Oz (Pack of 1)
I would prefer a 100% mineral sunscreen that is this sheer, but at least it's a hybrid. It goes on smoothly, no white or blue cast, and protects well. Very happy with this product.
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