First in thirst : how Gatorade turned the science of sweat into a cultural phenomenon
著者
書誌事項
First in thirst : how Gatorade turned the science of sweat into a cultural phenomenon
American Management Association, c2006
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注記
Includes bibliographical references (p. [231]-238) and index
HTTP:URL=http://www.loc.gov/catdir/toc/ecip0512/2005013242.html Information=Table of contents
収録内容
- Sweat in a bottle
- The mystique is born
- From field to shelves
- Wrestling over Gatorade
- The "tipping" point
- "Be like Mike"
- "We're going to war"
- The Gatorade rules
- Gatorade critics
内容説明・目次
内容説明
Gatorade invented the sports drink 40 years ago, and it has been first in the marketplace (by a long shot) ever since. But it's more than just a thirst quencher and a dominant brand. "First in Thirst" is the story of a phenomenon that grew from the practice fields of college football into a true icon of the way we play, watch, and experience sports - from the Pee Wees to the pros. Published to coincide with the 40th anniversary of Gatorade's invention, "First in Thirst" is equally a sports story, from its invention and testing with the University of Florida Gators to the "gatorade bath" and its near-universal appeal to athletes, coaches and sports fans everywhere.
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