Why Gatorade is ditching athletes as its core market ^0.3%

Los Angeles Times - By Dee-Ann Durbin - 4/17/2026, 2:00 PM

Sixty years after it invented sports drinks, Gatorade is making a surprising pivot: It’s no longer focusing primarily on athletes. PepsiCo, Gatorade’s parent company, said Thursday that the brand wants to broaden its reach to nonathletes who are looking for ways to hydrate, whether they’re on a long flight, going for a walk or nursing a... more