Launch and Cultural Impact of Be Like Mike

It’s the early 1970s, and Gatorade isn’t just the leader in sports hydration — it is sports hydration. No other competing brand comes close. But that dominance won’t last forever. Soon, Gatorade must fend off challenges from soft-drink giants Coke and Pepsi. Will enlisting the world’s greatest athlete and spokesperson keep them ahead of the game? 

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