Gatorade is launching a loyalty program called Gatorade iD. Members will have access to more customization options for products as well as limited-edition product drops, the first of which is a DJ Khaled-led collection. The aim of this new loyalty program is to attract Gen Z consumers and cater to their preferences for customization and access to sports culture. YPulse’s Sports and Athletics report shows the number of young consumers considering themselves sports fans has continued to increase, from just over half in 2020, to more than seven in 10 right now. (Ad Age)
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