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How Gatorade turned water into ‘the enemy of performance’


As someone who works full-time as a food activist, advocating for measures like better school nutrition standards, trans fat bans, and calorie labeling, Nancy Huehnergarth thought shed seen the very worst of food industry marketing. But just last month, Huehnergarth realized she was wrong. After following a link sent to a food policy listserv, Huehnergarth stumbled upon a video describing the strategy behind an award-winning mobile app game from Gatorade — called Bolt! — that featured Gatorade-sponsored sprinter Usain Bolt racing through a series of challenges and roadblocks to accumulate points. In that update (which is no longer available in the iTunes store) Bolt needs to pick up Gatorade to supercharge his performance and avoid droplets of water that slow him down.

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