First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon But it's more than just a thirst quencher and a dominant brand.Gatorade invented the sports drink 40 years ago, and it has been first in the marketplace (by a long shot) ever since. Published to coin
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| Title | : | First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon |
| Author | : | |
| Rating | : | 4.51 (625 Votes) |
| Asin | : | 0814472990 |
| Format Type | : | Hardcover |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2005-08-08 |
| Genre | : |
Editorial : From Publishers Weekly What began in 1965 as the after-hours project of four University of Florida doctors, Gatorade has grown into an internationally renowned brand that today comprises 80 percent of the U.S. sports drink market it created. A lifelong Gatorade consumer and ESPN's sports business writer, Rovell locates the increasingly wide intersection of sports, business and popular culture, creating an account wide in scope, rich in details and sufficiently varied to keep the pages turning. Rovell's research pays big dividends in entertaining stories, relating, for instance, when Florida's head football coach, Ray Graves, initially allowed the doctors to test Gatorade, but only on his freshman team; or the late nights before games when the doctors could be found in the lab squeezing lemons into the concoction to mask its then-rancid taste; or Stokely Van-Camp's decision, when buying Gatorade from the doctors and their investors, to compensate the Gatorade Trust on a royalty structur
Gatorade invented the sports drink 40 years ago, and it has been first in the marketplace (by a long shot) ever since. But it's more than just a thirst quencher and a dominant brand. "First in Thirst" is the story of a phenomenon that grew from the practice fields of college football into a true icon of the way we play, watch, and experience sports - from the Pee Wees to the pros. Published to coincide with the 40th anniversary of Gatorade's invention, "First in Thirst" is equally a sports story, from its invention and testing with the University of Florida Gators to the "gatorade bath" and its near-universal appeal to athletes, coaches and sports fans everywhere.
I am enjoying the book and am learninlg interesting things about my digestive system and hoping to find ways to ease the chronic collitis I have. Of all the supporting characters in the Archangel world, I hadn't thought of him having his own story, at least not at this point in the series, but oh how wrong I was. Warren Oates' starred in an episode of "The Twilight Zone" entitled "The Seventh is Made Up of Phantoms." Three modern-era soldiers are transported to the time of Custer's Last Stand. Each chapter gives exercises to reflect upon your own beliefs and circumstances, and the book concludes with a 40-DAY PLAN to elevate your consciousness and awaken to your true essence, and most alive self. It has all the original chords to all of Coldplay's songs, even a couple EPs I'd never listened to. The other books pointed that out, this book MADE the point in the brain.
I could provide lots more examples of how apparently silly games make the concepts live in your brain instead
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