The Gatorade Lab at SXSW 2016 Embraces Its Scientific Roots

By: Rebecca Byers - Mar 14, 2016
References: brandchannel
The Gatorade Lab at South by Southwest 2016 is an immersive brand experience that explores the science at the heart of the PepsiCo-owned sports beverage. Supported by the 'Your Game is Our Lab' campaign, the experience is part pop-up retail space, part brand exhibition, with plenty of towering displays for guests to be mesmerized by.

The Gatorade Lab at SXSW is the official launch of the new campaign from Gatorade and proves that the PepsiCo brand is aiming to reposition itself as the ultimate sports fuel beverage, rather than just merely a drink.

The Gatorade Lab will feature enormous digital representations of athletes such as WNBA star Elena Delle Donne, Houston Texans defensive end J.J. Watt and Olympic Gold medalist Usain Bolt in the midst of their workout routines, and provides an analysis of that data.