For his efforts, Bryant turned his $6 million investment into about $200 million (on paper) after Coca-Cola acquired a minority stake in Bodyarmor in 2018. With his name, image and likeness, the basketball star built brand awareness for the company. The company also focused more on its design and branding, which confused consumers. It was then that Gatorade opened itself up to competition and outsiders questioning its products.īryant was huge help, assisting Bodyarmor in delivering its first blow against Gatorade. Pepsi then took over Gatorade after its $13.4 billion in stock purchase of Quaker Oats in 2000.īefore the 2008 financial crisis, Gatorade lost its way as it focused on expansion in the sports nutrition space. "Michael had a massive impact on our business," said Brett O'Brien, general manager and senior vice president of Gatorade.įrom the Jordan commercials, the Gatorade baths after the most significant sporting events, to building relationships on the amateur level with its Player of the Year awards, which featured some of the biggest names on the high school hoops level at the time including Jayson Tatum, Kevin Love, Candace Parker and Skylar Diggins, Gatorade established itself in the sports world on all levels. "He had the bald head, the charisma, the right smile, he was likable," said Blackwell. Remember those " Be like Mike" commercials? Though the company already had an established relationship with the National Basketball Association, it wasn't until Jordan that Gatorade grew into a household name. What helped Bodyarmor stand out from its competitors is the proclamation its the "superior hydration" company thanks to added ingredients like coconut water and its low sugar and calorie count, the company says on its website.īut to understand why Bodyarmor feels empowered to dethrone Gatorade after it officially passes its next target Powerade, you have to rewind back to the early 2000s.Īfter dominating the college space in the pre-Michael Jordan era, Gatorade found itself the go-to sports drink after signing Jordan to an endorsement deal in 1991, stealing him from Pepsi rival Coca-Cola. "They've been a formidable challenger without a doubt," Stanford said. "They've done a phenomenal job with their marketing," said Pat Cavanaugh, founder of another sports drink rival, Ready Nutrition. Repole said he expects to generate $1 billion in sales for the first time this year, and considers that milestone Bodyarmor's first dent in Gatorade's dominance a "huge accomplishment." "I think the only way they can come and overtake, it's got to be like when Nike overtook Converse."Īs far as total revenue in sports drinks, Bodyarmor has a 13% market share of sales, according to Sanford. "I don't think they can ever knock them (Gatorade) off," said Blackwell. Reggie Blackwell, CEO and managing partner of PMG and a former executive at Anheuser-Busch, said Bodyarmor will continue taking "market share and compete" but nothing more. "And there is no in-between – either bankrupt or epic," he added, admitting that the chances of doing so are roughly 1%, which is what Repole told Bryant before the Los Angeles Lakers icon died in a tragic helicopter accident in January.Ī quick peek at the market share after the first quarter of 2020 shows Gatorade (owned by PepsiCo ) holding 72% of the sports drink market, while Powerade (owned by Coca-Cola ) is at 20%, Bodyarmor is at 7% and others collectively hold 1%, according to analysis provided by industry insider Duane Stanford, editor of Beverage Digest.Īnd with Gatorade holding such significant market share, skepticism that Bodyarmor can achieve its mission sets in. 1 sports drink by 2025," Repole said in an interview with CNBC. "This is either going to go bankrupt in five years or going to be the No. It was a promise he made to the late Kobe Bryant when he revealed his 15-year plan. It's then Bodyarmor, according to his vision, will be named the new sports drink king. Repole, Bodyarmor's CEO, has his sights set on 2025 to overtake Gatorade's market share. 2, the third challenger - Bodyarmor led by CEO Mike Repole - wants the crown and has long ago issued a challenge to the sports drink king. But while Powerade appears content holding its spot at No. Sports drink makers including Powerade are active in the race to overtake Gatorade, with others like Ready Nutrition and BioSteel awaiting their turn to strike into U.S. But over the next five years an emerging competitor could be a serious threat to the longtime ruler's throne. Welcome to the sports drink war, which for long has been dominated by Gatorade.
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