Main
Wednesday
Jan132010

Gatorade Continues Overhaul, Hires Nike Exec As VP-Brand Marketing

DateWednesday, January 13, 2010 at 04:45PM

Andrea Fairchild moving from Nike to Gatorade.January 13, 2010: Gatorade has made its second major executive marketing move in the past seven months, naming Andrea Fairchild as its new vp-brand marketing.  Fairchild joins the PepsiCo brand after 10 years at Nike, most recently as the global business development director for the Women's Training division.

Fairchild will relocate to Chicago and officially begin on Jan. 19. She succeeds John Galloway, who left Gatorade last year.

Last June, Gatorade named Jennifer Storms, who had been svp of Turner Sports marketing and programming, as the new svp-sports marketing, replacing Jeff Urban, who resigned that month after 10 years with the company.

The hiring of Fairchild comes as Gatorade is revamping its product lines. Late last year, Gatorade said it had discontinued its Tiger Woods line, Gatorade Tiger Focus, but that the move was to make room for new products in 2010 and not connected to the pro golfer's personal problems. Woods still remains part of Gatorade's marketing roster although the brand has not revealed how and when it would again use him. Figures indicated that Tiger Focus sales were down almost 35% through Q3 2009 versus the previous year. The brand itself was down 14% through Q3.

In her new role, Fairchild will "help guide and implement Gatorade's overall strategic vision beginning with the spring 2010 launch of the G Series, a new line of products "intended to provide fuel, fluid and nutrients before, during and after activity."  Fairchild will also help Gatorade "identify future innovation opportunities that will expand the brand's category-leading portfolio of sports performance solutions as well as lead Gatorade's move into sports performance retail channels."

"Andrea's experience and leadership will help her hit the ground running as Gatorade continues to transform from a sports drink to a sports performance innovation company," Sarah Robb O'Hagan, CMO for Gatorade, said in a statement.  "I'm thrilled to be adding Andrea to our talented roster, and her marketing expertise and knowledge of sports will help the brand as we appeal to a wider range of athletes and active people."

PepsiCo said it plans to spend about $30 million in 2010 on new Gatorade product lines and packaging, in addition to its ad spend, which topped $20 million in 2009, according to TNS Medial Intelligence. Gatorade will not be part of the Super Bowl XLIV TV line up but has plans to support its new lines with multi-tiers of marketing.

"Gatorade is a world-class brand that understands athletes and has a track record of helping them get the most out of their bodies with scientifically formulated solutions," Fairchild said in a statement.  "I look forward to continuing Gatorade's rich history of meeting athlete needs, and I'm equally excited to help Gatorade find new ways to connect with the next generation of athletes."

Gatorade Hires Jennifer Storms From Turner Sports As New SVP-Sports Marketing

Back to Home Page

AuthorNYSportsJournalism.com | Comment14 Comments | Print ArticlePrint Article

Reader Comments (14)

Thank you for sharing such good experience.I also like to write such things in own blog. Our Michael Kors replica watches
are very good!

July 28, 2010 | Unregistered Commenterreplica watches

A typical look at does reflects your wealth, status and ability..

August 8, 2010 | Unregistered Commenterhuangedison

if you want to buy Burberryfor sale
high quality of Burberry Handbags
beautiful Burberry Scarvesfor discount

Burberry handbags
Burberry bags

large number ofLVfor discount
As a top luxury consumablelouis vuitton handbags louis vuitton handbags
louis vuitton bags louis vuitton handbags
hight quality louis vuitton louis vuitton handbags
if you want to buy louis vuitton bag louis vuitton handbags

discount louis vuitton handbags on sale
fashion replica louis vuitton on sale
looking for louis vuitton purses on sale

------

louis vuittonlouis vuitton
louis vuitton handbagslouis vuitton handbags


gucci handbagsgucci handbags
chanel handbagschanel handbags
louis vuitton handbagslouis vuitton handbags

wholesale louis vuittonwholesale louis vuitton
cheap louis vuittoncheap louis vuitton

pradafor discount
prada bagsprada bags

-----

large numbers oflouis vuitton handbagson sale
high quality louis vuitton bagsfor discount
A lot oflouis vuitton walletsfor sale

go to buy louis vuitton handbags
many louis vuitton handbags on sale

Have a stylish Mens Watchesis every man's dream
to have a Hamilton Watcheswill give you more confidence

large numbers of ladies Watchesfor sale
high quality ofmen's Watchesfor discount

------

diffenent kinds of Christian Louboutinfor women
to have a pair ofChristian Louboutin shoesis every woman's dream
A pair of Christian Louboutin bootsbecoming more comfortable

Now let's start to see how many types ofmiu miufor choice
New Arrival miuon sale
choose miu miu bagyou will find what you need

all kind of guccifor sale
if you want to buy replica guccion sale
you need wholesale gucciwholesale gucci

choose China wholesaleyou will find what you need
there are many wholesalefor wholesale

mens watchesmens watches
buy replica watchesbuy replica watches
mengzhilin1008

August 13, 2010 | Unregistered Commenterlv

Battery Charger are specifically designed for each Battery Chargers brand and model.Brand New High Quality Replacement Battery Charger Set.Slim and portable design.To use adapter to maintain Digital camera battery power for the required journey. Purchase an additional battery.Here you will find the electronic products you want, what kind of brand has. Quality assurance, trustworthy.

November 10, 2010 | Unregistered Commentercanon battery

It's always nice when you audemar watches
can not only be informed, but also entertained! I'm sure you had joy writing this article.

November 19, 2010 | Unregistered Commenterwidenser

rovides a place for groups to organize, meet, and work on projects based on interest or geographic location. It's a great way to get involved, learn more and get support.discount Balenciaga jewellery

December 12, 2010 | Unregistered CommenterJenkins

Thanks for your opinion. we sell discount handbags I totally like with it.I like cheap designer handbags as well and someone is looking for coach handbags online? People usually prefer wholesale Gucci handbags, especially when they visit some prada handbags outlet. In some areas,people like to wholesale LV handbags. They will find some store doing very cheap or discounted handbags outlet. Certainly, is a good way to earn money.
fendi handbags wholesale

March 16, 2011 | Unregistered Commentercoach handbags wholesale

A great post but How to select a cool handbags. we sell cheap handbags We are the best store provided various cheap designer handbags but only a little white to make coach handbags online

April 11, 2011 | Unregistered Commentercheap handbags

This is a great post. you got cheap shoes online .I like cheap designer shoes as well give you designer shoes outlet http://www.cheap-shoes-online.org

June 8, 2011 | Unregistered Commentercheap shoes online

Good days give you joy while bad days give you experience. So never regret every single day of your life!
cheap corsets and bustiers

October 13, 2011 | Unregistered CommenterLily

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>

Notify me of follow-up comments via email.