Gatorade Tiger Woods Focus, Theanine, and Green Tea

Last Updated on March 10, 2010 by Jimson Lee

Newsflash: Gatorade and Tiger Woods have launched the reformulated Gatorade Tiger Focus which provides advanced hydration to help promote mental focus, as inspired by Tiger Woods’ legendary mental toughness.

It’s the Masters weekend and I couldn’t help noticing the buzz with the Gatorade Tiger Focus, which is really an enhanced Gatorade Thirst Quencher, with 25% more electrolytes.

The total count per serving is 7g carbs, 0g protein, 135mg sodium, 40mg Potassium.

The press release doesn’t mention the presence of L-Theanine, which is used for mental alertness, focus, and relaxation.

Wow. Another Red Bull, Vitalyze, 5 hour Energy Shot type drink without the caffeine. What’s next? Chewing gum, sub-lingual drops, or fortified strips that you place in your cheek?

What the heck is L-Theanine?

Theanine is an amino acid commonly found in green tea (Camellia sinensis) specifically the Gyokuro leaf. Theanine is related to glutamine, and can cross the blood-brain barrier, thus improves cognitive skills as well as relaxation and reduced stress, both mental and physical.

The last 10 years has seen a huge increase in brain type products. Perhaps the limit of the human body has been reached in terms of physics and physiology that the brain is the final frontier.

Plus, it sells. Let’s face it. You buy an iPod and it lasts you 2-3 years. A pair of spikes lasts 1 season, maybe two. But energy drinks are a great source of recursive re-occurring revenue, primarily for the Coke and Pepsi giants. Especially when you sign up for an auto-ship plan like FRS® Healthy Energy or Thrive Energy Drink.

I recall an Amway salesman telling me a person buys a TV once every 7 years. But toilet paper and toothpaste are used every day. What would you prefer to sell?

Below is their latest commercial:

Below is a snippet of the Gatorade Press Release (PDF):

“I’ve experienced a lot of amazing moments in my golf career, but Gatorade Tiger is taking me someplace I never imagined with this campaign,” said Tiger Woods. “I’m really excited about how this launch has come together because it brings to life that I’m always thinking about taking my game to the next level.”

Woods has used Gatorade Thirst Quencher throughout his career and began drinking Gatorade Tiger on course and in his training last December. His signature sports drink is now available nationwide in three new and refreshing flavors inspired and selected by Woods – Red Drive™ (Cherry blend), Cool Fusion™ (Citrus blend) and Quiet Storm™ (Grape blend). Packaging includes a new 500 ml (16.9 oz) bottle and a 32oz bottle. Gatorade Tiger provides the same carbohydrate energy to fuel muscles as Gatorade Thirst Quencher and contains 25 percent more electrolytes to advance fluid and electrolyte replacement. Decades of scientific research show that proper hydration helps athletes stay on top of their game, both physically and mentally.

“Tiger Woods is known for revolutionizing the game of golf by introducing an unprecedented level of fitness, training and focus,” said Matt Knott, vice president of marketing for Gatorade. “Tiger is always striving to improve and we are excited Gatorade Tiger can help fuel his march toward history while also fueling and inspiring other athletes to elevate their game.”