In 2021, Gatorade partnered with Work & Co to release its new Gx app, the latest in the brand's commitment to innovations that optimize athletic performance and focus uniquely on the value of hydration and recovery. The Gx app launch —which pairs with a first of its kind Gx Sweat Patch— comes as Gatorade has focused on unleashing new branded products and services that don’t just sell sports fuel products, but also help athletes improve performance. The app's intelligence engine is powered by personalized fitness data and three decades of research from Gatorade Sports Science Institute. The result is user-specific actionable insights and training suggestions for athletes to meet their goals—which are particularly helpful at a time when so many have been forced to train solo. Features include: --Sophisticated data analysis. By analyzing activity in three categories —training load, recovery, and nutrition— it summarizes progress via a “Gx Score.” --Connected wearable technology. Athletes create a sweat profile within the app by scanning a Gx Sweat Patch after a workout, allowing the app to provide personalized recommendations. --Seamless integrations: The Gx app seamlessly integrates with fitness tracking apps such as Strava, Garmin, and Apple Health. By translating proprietary sports science into a digital product, the Gx app democratizes the process of lab-based sweat testing, getting all athletes one step closer to the pros. More broadly, the products Gatorade has recently launched help elevate the power of its history and its industry-leading Sports Science Institute. The timing of the app being launched during Covid was also critical as it was a time when most athletes were unable to access working with their trainers at the same levels as they were pre-Covid. The app earned a 4-star rating in the app store, a highly competitive space for health tools.
Integrated Marketing Campaign
WarnerMedia - Courageous Studios