Enlyten vs. Gatorade: David vs. Goliath

Writing by Igor Ivanov on Monday, 5 of November , 2007 at 2:20 pm

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The sports drink market is increasingly crowded, but none of the newcomers has been able to knock Gatorade off its perch. The latest contender isn’t even a drink at all – it’s one of those filmy strips like the ones Listerine makes.

The product is called Enlyten Sports Strips. Their president is Dan Kelly, brother of former Buffalo quarterback Jim Kelly, and their first attempt at the big time was to call itself the “official electrolyte strip” of the Bills. League officials swooped in and banned any connection with NFL property in Enlyten’s advertising, presumably at the behest of Gatorade.

Enlyten has fired back with a lawsuit, claiming the Bills informed them that Gatorade’s exclusive sponsorship deal only included “sports drinks, bars and gels.” The suit also claims that Gatorade threatened to weaken relations with Duke University after studies at Duke Sports Medicine were favorable toward the Enlyten strips. It should only get nastier from here.

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Category: Gatorade

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