Exercise causes sweat, and sweat is very relevant to Gatorade, because Gatorade can replenish the minerals lost through from sweat. We wanted to design a premium, to remind consumers that when they sweat, they need to drink Gatorade. The best & most direct solution is to imprint the message on their exercise Tees.

We launched a line of 'Gatorade SWEATee', specially treated with a nano particles, waterproofing technique. When there's no sweat, the tee looks like an ordinary tee without any wording. When you exercise and exercise, more and more, and become very sweaty, words and graphics will appear on the T-shirt - revealing a typical t-shirt design, with a sporting twist in its message. And reminding consumers it's time to replenish with a Gatorade.

- Originally 2,000 Tees were printed but since they were quickly snapped up, a further 10,000 were made.- A store that featured the Gatorade SWEATee promotion achieved sales increase of 195%.

- With a total investment of 400,000RMB to produce 10,000 Tees and advertising in 10,000 Sweat Points, the total return on investment was over 5 million RMB in media exposure.

- Wearing SWEATee while exercising became a new cultural trend. Countless youngsters who received SWEATees uploaded pictures of themselves wearing the SWEATees onto Chinese social networks, It becomes a hot topic.