Sports Authority: Sports Drinks Rebound

Sports drinks are staging a comeback with formulas that address before, during and after exercise needs

With a level of intensity like that of the athletes it targets, Gatorade is getting disciplined about distribution.

Its refined push surrounds the launch of G Series Fit, a three-part line targeting “passionate exercisers” ages 18-24, who hit the gym four or more times per week.

Designed for pre-, during and post-workout consumption, Fit includes energy bites for before exercise; a 20-calorie drink for workout hydration; and a 120-calorie restorative

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