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Description
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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4.7 ★★★★★
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Product Reviews
★★★★★ 3
Decent
Color: Dark Brown, Size: 15.7", Color: Dark Brown, Size: 15.7"
Instructions aren’t very clear. Takes a bit to figure out. Pretty cheap quality, but seems to be sturdy. The metal basket part of ours came rather bent and had to do some bending to get it to fit right. Decent size could be little thicker. They look good though once up.
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Reviewed in the United States on December 22, 2025
★★★★★ 5
Sturdy
Color: Dark Brown, Size: 15.7"
So good. Super sturdy I bought it almost 2 years ago and it’s still going strong.
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Reviewed in the United States on May 6, 2026
★★★★★ 5
Buy it. I Did and I love it
Color: Black, Size: 15.7"
very well designed and a great value
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Reviewed in the United States on March 18, 2026
★★★★★ 5
Works well
Size: 6.5 FT, Color: Black
This thing was a life saver. It has plenty of plug ports for the price and it's not huge. The footprint is a bit bigger than some others but it's not bulky. Seems well built and the fact that I can power all my electronics and still have the USB ports to charge my phone and things is nice.
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Reviewed in the United States on April 22, 2026
★★★★★ 5
Good quality surge protector.
Size: 6.5 FT, Color: Black
It's great to have a search protector that has this much versatility. One of the spots that this is mostly needed is around the TV area. With the need to plug in TVs, DVD players, surround sound theater system equipment, Xbox and PS5's, wifi router etc. This thing has more than enough plug spaces then you can throw it at a single time. The east of having all these connecting ports available in one compact place is a big win. It also eliminates running unnecessary wires being that old the plugs you need to plug in will have it available socket. This search protector also has a very premium feel due to quality materials.
Another great feature that it has is that you can hang it or drill it to a wall due in large part to its available pre drilled holes.
Also the way that the sockets are aligned are perfect to plug different types of plugs with enough space in between. There is enough separation to make different types of plugs fit snuggly.
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Reviewed in the United States on December 27, 2025
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