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LIST OF SPORTS DRINKS SLOGANS
- Gatorade: “Thirst Quencher” (1970s)
- Gatorade: “Thirst Aid” (1984-1990)
- Powerade: “Go Stronger for Longer” (1988-present)
- Powerade: “The Complete Sports Drink” (1988-present)
- Powerade: “There’s power in every game” (1988-present)
- Gatorade: “Is It In You?” (1990s-present)
- Gatorade: “Be Like Mike” (1991-2001)
- Gatorade: “Life’s a sport. Drink it up” (2000s-2010s)
- BodyArmor: “More than a sports drink” (2011-present)
- Vitaminwater: “Hydrate the hustle” (dates unknown)
- Accelerade: “Don’t fade. Accelerade” (dates unknown)
THIRST QUENCHER
1970s
When Gatorade first launched, functional language was used in this slogan to define the sports drink category. The slogan emphasized the origins of the sports drink from the University of Florida laboratory.
THIRST AID
1984-1990
Gatorade adopted medical terminology in this slogan to show its scientific credibility. But a $24.7 million copyright lawsuit later killed the campaign and Gatorade slogan.
GO STRONGER FOR LONGER
1988-present
Coca-Cola launched Powerade with this endurance-focused slogan to challenge Gatorade’s dominance. This slogan continues to be Powerade’s primary tagline in marketing campaigns.
THE COMPLETE SPORTS DRINK
1988-present
When Powerade launched, it positioned itself as superior to basic hydration. The slogan attacked Gatorade’s perceived limitations in ads.
THERE’S POWER IN EVERY GAME
1988-present
Coca-Cola connected the Powerade name directly to athletic performance in yet another slogan. The slogan promised energy enhancement no matter the sport.
IS IT IN YOU?
1990s-early 2000s
In the early 1990s, Gatorade shifted its messaging from external benefits to internal motivation. This iconic slogan and campaign challenged athletes’ personal drive rather than promoting product features.
BE LIKE MIKE
1991-2001
Michael Jordan’s 1991 endorsement of Gatorade revolutionized sports marketing. The ensuing campaign linked Gatorade consumption to celebrity achievement and athletic excellence.
LIFE’S A SPORT. DRINK IT UP
2000s-2010s
In the 2000s, Gatorade shifted gears. This slogan attempted to showcase the brand beyond elite athletics to everyday activities. The slogan repositioned daily life as requiring sports drink hydration.
MORE THAN A SPORTS DRINK
2011-present
When BodyArmor launched, it directly attacked established brands. Its slogan promised superior ingredients and benefits that Gatorade and Powerade were not offering.
HYDRATE THE HUSTLE
dates unknown
With this slogan, Vitaminwater targeted ambitious professionals. The slogan connected hydration to work productivity, whereas competitors focused primarily on athletic performance.
DON’T FADE. ACCELERADE
dates unknown
The sports drink Accelerate used wordplay on its name to create an enduring slogan. Accelerade promised sustained energy without performance decline during extended activity.
IS IT IN YOU? (Relaunch)
2024-present
Gatorade revived its proven 1990s campaign. The company leveraged nostalgia while reconnecting with internal motivation themes in its marketing materials.
