Gatorade's Slogans & Taglines

The Gatorade Company, Inc. is an American manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Founded in 1965 by Dr. Robert Cade and a team of researchers at the University of Florida to combat dehydration among the Gators football team, the brand was first commercialised by Stokely-Van Camp in 1967. Quaker Oats acquired the brand in 1983, and it became part of PepsiCo in 2001. Today, Gatorade dominates the global sports drink market, offering a comprehensive portfolio including the classic Thirst Quencher, low-calorie G2, Gatorade Zero, and the G Series performance nutrition line spanning pre-workout Prime, mid-workout Perform, and post-workout Recover. Its core offerings also encompass protein bars, energy chews, and powdered mixes. Brand messaging evolved from the foundational positioning "Thirst Quencher" through the 1991 Michael Jordan campaign "Be Like Mike" and the 1997 challenge "Is it in you?" to the 2013 promise "Win from within", before returning to "Is it in you?" in 2024 to inspire a new generation of athletes.