Gatorade wanted to establish authentic footholds in all aspects of the lives of the athletes they serve. Compelling physical brand activation concepts for professional sports, colleges, and high schools helped to make Gatorade the preferred sports fuel for preparation, activity, and recovery. Our biggest success was the introduction of the Gatorade Fuel Bars for NFL teams. Located in team's training facilities, the Fuel Bars provided a complete nutrition service environment built to the high standards and durability requirements of NFL players. The high visibility success of the Fuel Bars inspired other activation concepts for stadiums, pro soccer sidelines, and schools, with permanent indoor installations and mobile sidelines equipment arrays.
I served as design director for the bulk of this work, overseeing the industrial design and product development of most of the equipment as well as primary point of contact for the client. Our team also supervised vendor selection and helped to manage fabrication logistics.