Gatorade in recent months has "experimented with cutting-edge platforms to spread marketing content, from virtual reality to Snapchat," but this week, the brand "went back to the basics, using print for a first-of-its-kind branded-content play" with SI, according to E.J. Schultz of AD AGE. The magazine's branded-content studio, called SI Overtime, "created a standalone 14-page issue for Gatorade called 'Fuel Illustrated.'" Articles "spotlight the training, hydration, sleep and nutritional habits of Gatorade endorsers" such as Texans DE J.J. Watt, tennis player Serena Williams, Nationals RF Bryce Harper and Panthers QB Cam Newton. The so-called mini magazine "was mailed inside bags that contained the regular May 2 weekly issue, representing one of SI Overtime's most aggressive print branded-content projects to date." It "targeted 250,000 subscribers with children ages 12 to 17 in the household," as Gatorade "wants to reach young athletes." SI CMO Damian Slattery said that while the magazine "has long done advertorial content inside regular issues, the magazine has not previously assembled anything with the scope and scale of Fuel Illustrated." Slattery: "This is a groundbreaking execution that will spark interest from other partners." Schultz noted the branding is "present but not overt." The cover story "does not mention Gatorade or even eating or drinking." The word "Gatorade" is "only used five times in the seven articles." Gatorade Senior Dir of Consumer Engagement Kenny Mitchell said that the idea for the issue "was sparked at a summit Gatorade hosted for its media partners last fall in which it sought unique custom products." Slattery said that the articles "were written by freelancers," not by full-time SI writers (ADAGE.com, 5/5).
