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GATORADE® LAUNCHES "THE NEXT 90 MINUTES" TO INSPIRE GREATNESS IN ATHLETES AT ALL LEVELS, STARRING LIONEL MESSI, AND FEATURING ROBERTO CARLOS AND ROBERT PIRES
Gatorade is proud to have fuelled Messi through pivotal moments in his incredible career, and this new campaign champions this long-standing partnership with seven time Ballon D'Or winner. Also featuring legends of the game and the trio of athletes have united to show how the secret to success is not what the challenge is, but how prepared you are to face it.
The sports drink brand has long been using its science-backed research through GSSI (Gatorade Sports Science Institute) to help strengthen and improve athletes' mental and physical game, inspiring them to play at their peak. As a partner to performance, Gatorade encourages all athletes to never settle on their path to greatness.
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To celebrate Messi's extraordinary achievements to date, simultaneously launching is a version of iconic co-designed by himself. The illustrations capture his life and epic legacy in the bottle. Both his hometown and the football community have always played a central part in Messi's life and are paid tribute throughout the bottle.
Messi's signature celebratory pose is shown in gold and is the focal point of the back of the bottle. Elsewhere, his beloved home country of Argentina is represented with nods to its iconic monuments and landmarks including the Paraná River. Messi's love for the game is also woven subtly throughout the imagery, including a soccer field, penalty box, cleats, goal netting and ball. The abstract design of the bottle is inspired by Art Deco and Art Nouveau styles paying homage to the culture that raised and continues to inspire him. The limited-edition Gx bottle is available to purchase in the USA only, at Gatorade.com and in limited stores.
From sponsoring some of the best athletes in the world, to creating Gatorade 5v5, a grassroots programme to inspire the next generation, Gatorade has had a strong presence in sport throughout its history. This, alongside its extensive research with the Gatorade Sports Science Institute, where the brand offers access to expert information and scientifically backed resources, sets Gatorade apart as the leading brand in developing sports performance.
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The Gatorade Company, a division of PepsiCo, provides sports performance innovations designed to meet the needs of athletes at all competitive levels and across a broad range of sports. Backed by more than a 50-year history of studying the best athletes in the world and grounded in years of hydration and sports nutrition research at the Gatorade Sports Science Institute, Gatorade provides scientifically formulated products to meet the sports fuelling needs of athletes in all phases of athletic activity. For more information and a full list of products, please visit www.gatorade.com.
Founded in 1985, the mission of The Gatorade Sports Science Institute (GSSI) has always been to help athletes optimise their health and performance through research and education in hydration and sports nutrition. Gatorade is focused on meaningful, science-based innovations that help improve athletic performance. As the creator of the sports drink, science is at the foundation of the brand and a key driver of long-term strategy, which is focused on the belief that athletic performance is driven from the inside out.
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