Defining a category doesn’t happen overnight. It takes strategy, sweat, and a team committed to executing the game plan. Over the course of a decade-long partnership with Gatorade, I helped design and lead teams to reimagine and reinvigorate the brand across athlete segments, needs, and channels.

From the sidelines to store shelves, every discipline came into play, from industrial and packaging design and naming to identity, collateral, and environments, all working together to help Gatorade compete at every level of sport.

At the center of that effort is packaging. Each product balances performance and storytelling, capturing the grit and innovation that define Gatorade. Whether designing for pro-level equipment, retail-ready bottles, or on-the-go systems, every piece of packaging connects back to the core purpose of fueling the drive to win. The result? The redesigns and new sub-brands help transform Gatorade from ~$4 billion brand to an estimated $7.5 billion winning across the sports drink category.

Product photography: Dave Clugston
Retouching: Janko Williams