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Gatorade is making a concerted push to become the beverage of choice for younger athletes:

Gatorade is doing more than just creating new ads targeted at teens.

“The brand plans to give $10 million to community organizations such as Athlete Ally, which aims to end homophobia and transphobia in sports, and Honest Game foundation, which preps students to meet NCAA requirements, over the course of five years.” (Ad Age – subs. may be required)