Gatorade promotes heat safety in sports

CHICAGO: Gatorade, with help from PR AOR FleishmanHillard, has launched the ninth iteration of its Beat the Heat campaign about heat safety in sports.

CHICAGO: Gatorade, with help from PR AOR FleishmanHillard, has launched the ninth iteration of its Beat the Heat campaign about heat safety in sports.

The goal of the effort is to educate athletes, parents, and coaches about the importance of proper hydration to reduce heat-related illnesses during athletic activity. This year's campaign will differ from previous versions by using professional athletes from the National Football League, Major League Soccer, and NASCAR, as well as sports dietetics and heat safety experts to raise national awareness, said Molly Carter, senior director of communications at Gatorade.

One of the new spokespeople is Carolina Panthers quarterback Cam Newton, who called the initiative “crucial” for athletes.

“If players aren't hydrating and eating right, bad things happen to their bodies,” Newton said via email. “This campaign is about protecting your body in the conditions that summer brings.”

The PepsiCo brand has created an educational resource called the Gatorade Heat Safety Kit, which provides heat safety tips and advice. It is available for free on Gatorade.com, NFL.com, and MLSsoccer.com.  

Gatorade is conducting a media outreach plan in which professional athletes, coaches, athletic trainers, and other experts are speaking with national and local outlets about the importance of hydration. The brand is also sharing heat safety tips from athletes and experts on its social media channels, Carter said.

“We challenge ourselves each year to reach more athletes across more sports and are excited for another summer of helping athletes prepare for the heat and get the most out of every training session or game,” Carter said.

A FleishmanHillard representative deferred comment on its work for the campaign to the client.

As many as 70% of high school football players showed up for practice inadequately hydrated, according to the Gatorade Sports Science Institute.

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