In this case, authenticity means making sure that a potential athletic endorses actually consumes the product, according to this video interview with Kate Denton, who is in charge of marketing the new Gatorade line “G-Series Fit.”
Denton also revealed the chief athletic endorsers for G-Series Fit (can’t we just call it GSF or something?): Tim Howard from the U.S. Soccer Team, Olympic Sprinter Allyson Felix, Lauren Froderman from You Think You Can Dance, and some other dancer named Twitch. We’re a long way from Bill Parcells.
Note the Fortune correspondent gave Denton quite a promotion.