Published to coincide with the 40th anniversary of Gatorade's invention, First in Thirst chronicles the rise of the sports drink industry and the near-monopoly that Gatorade has built and maintained through savvy marketing and branding strategies.

Gatorade's history spans the nutrition and fitness fads as well as the rise of celebrity endorsers and designer advertising. Rovell has gained access to virtually all of the key figures in this colorful and instructive story, from the original inventors to top executives to well-known athletes and coaches. The book includes exclusive accounts of the drink's invention, and takes an inside look at the evolution of a global phenomenon. In many ways, Gatorade has found the Holy Grail of product success: it not only created and perfected a great product, it also singlehandedly built the need and the market that would ensure that product's dominance year after year.

"Given its prominence and brand equity, it's amazing we've had to wait until now to read the story about the domination of Gatorade. Darren Rovell will quench your thirst by deftly weaving the tale from its humble beginnings to its extraordinary market share and iconic brand status." -- David Stern, NBA Commissioner

"Well dump a bucket of green juice over my head! This guy knows how to tell a story. What a great insider's look at the building of a brand that people believe in." -- Seth Godin, author, All Marketers Are Liars