INTRODUCTION We all need a consistent amount of water in our systems in order for our bodies to function. With this in mind, Dr. James Robert Cade, a psychologist and renal specialist at University of Florida, studied a group of football players in order to come up with a formula that would replace the fluids and blood sugars lost during strenuous exercise. During the 1966 season a new drink was tested on the University team the Gators and was proven effective by the team?s outstanding performance. In fact, they won the Orange Bowl on New Year?s Day in 1967. The success of the Gators after using the new product, inspired the naming of the drink-- Gatorade.
Dr. Cade wanted to introduce the drink to the public, but after approaching the University he was denied any support. Thus Robert Cade and fellow developers formed the Gatorade Trust and sold the rights to the Stokely-Van Camp.
Soon after, when sales began, the University wanted in on the profits and a lawsuit began. At the end, the Gatorade Trust was earning about $12 million in royalties per year and Dr. Cade?s group was making $1.2 million. Yet no sooner that it was over that the government wanted to take over Gatorade. It argued that the drink was made with government grants and was is therefore their property. However, as one Justice official said, ?thousands of things had been invented under government sponsorship,? and the Gatorade group won the suit.
Within the first two year, Stokely distributed Gatorade to professional teams and to amateurs still in school. It wasn?t long until its competitors stepped into the picture. Some of these were Pillsbury?s Superade, Becton, Dickinson, and Company?s Sportade, and Canada Dry?s Viva and Adams? Quickick, which presented most threat. Stressed to promote its product,