Fueling an athlete's will to win, Gatorade's longstanding brand positioning is one that demonstrates clarity and our belief that when brand ambition is directly aligned with simple human ambition, brand relevance, resonance and value is created.  Pushing themselves as hard as any world-class athlete does, Gatorade evolves the brand, and states an even bolder ambition - fueling the future, taking into consideration the millennial informed cultural norms of bold optimism and being a part of something that's bigger than me.

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