Text: Julie Zhu **Foodaily Daily Food (ID: Foodaily).
On November 29th, a unique basketball game came to an end in Gatorade's "Dream Chasing Home" in Shizhai, Wangmo County, Guizhou. The passionate collision brought by the Guizhou Village BA players and the city street playersIt not only rekindled the enthusiasm for folk sports set off by the Guizhou Village BA Finals that ended one month ago, but also allowed the whole society to see the social and humanistic values hidden in rural sports events. In addition to the fiery competition, there was also a "eight-tone sitting and singing" intangible cultural heritage interpretation full of ethnic customs. Local villagers, sports enthusiasts, tourists from all over the world, and thousands of netizens who cheered in the live broadcast room jointly weaved a harmonious picture of sports on stage, folk singing, and modern sports and traditional culture. Foodaily understands that the "Dream Stadium" project is fully funded by Gatorade, the world's leading sports drink brand. The competition venue was named the "Dream Chasing Home" by Gatorade, reflecting Gatorade's continuation of the spirit of sports and public welfare, and at the same time becoming an important promoter for the brand to reach the society and link the dreams of ordinary people. 
*: From the renovation of Shanxi Taiyuan Stadium in 2018, to the construction of Guiyang Black Mosquito Sky Stadium in 2019, to the Shenzhen Dream Basketball Court in 2020, and then to the Chengdu Environmental Protection Stadium in 2022, to today, Gatorade has been helping Guizhou Wangmo County Stone Village to "Dream Chasing Home", Gatorade has continued to build dreams for 5 years, step by step, the "Dream Stadium" project created for the people is bound to folk sports, and the relationship with the sports public has become more and more close. Since entering the Chinese market, how has Gatorade continued to cultivate the sports scene?What kind of social considerations are behind the project of building a "dream stadium" for the countryside?As an important business unit of PepsiCo, how does Gatorade's actions on the pitch fit into PepsiCo's overall strategy?
Starting from "sports", "Dream Chasing Home" is a diversified expression of love and culture
As the world's leading sports drink brand, Gatorade has witnessed the vigorous development of popular sports in China, and is also increasing its attention and investment in sports events. In recent years, in the fields of basketball, badminton, marathon and other fields, Gatorade has successfully created a number of Chinese grassroots sports event IPs such as "One Million", "One Dream Building", and "G Challenge Challenge". Since 2018, Gatorade has devoted itself to the construction of professional basketball courts, placing the brand's condensed sports spirit in the completed courts. The Chengdu Environmental Protection Stadium, which was built in 2022, not only once again reflects Gatorade's commitment to sports, but also a passionate contribution to environmental protection and public welfare. After building four "Dream Courts" projects, this year, Gatorade went to the countryside for the first time and continued to help the grassroots weave basketball dreams in Guizhou villages. Gatorade said: The original intention of the event is toA stage for the majority of sports enthusiasts to show their sports talents, so that they can release their purest love for basketball. At the basketball game on November 29, basketball players with different identities, professions and backgrounds walked into the mountain villages of Guizhou as city street players to pursue their dreams with ordinary villagers and village BA players. This time, tooContinuing Gatorade's years of guarding dreams. 
*: Gatorade So, by bringing together the players of the two camps, Gatorade created a national sports dream event, and enjoyed a different basketball scenery together. In the game, the players of both sides showed a very high level of competition, and the fiery atmosphere of the opening game of "Dream Chasing Home" was ignited by the audience again and again. During the intermission, the villagers dressed in the traditional costumes of the Buyi ethnic group cheered for the contestants with traditional folk dances. 
*: After the Gatorade game, in the stadium, people danced the traditional Buyi dance around the bonfire. The villagers danced enthusiastically in the night, pushing the atmosphere to a climax in laughter and laughter, and also showing the national pride to the fullest. This form of performance not only showcases the local cultural characteristics, but also adds a strong folk color to the whole event. The "Dream Chasing Home" with strong national characteristics has become a new carrier of national culture. On a tiny country course,Gatorade deeply integrates sports with regional culture, and through the diffusion of the whole network to vote for the next "Dream Stadium" project to land in the city, inviting more people to pass on their dreams and love together. The traditional culture hidden in the quaint villages also uses sports to achieve a more efficient and down-to-earth expression. 
*: Wang Minhuan, director of the Working Committee of the People's Congress of Gatorade Xintun Street, said in an interview: "The combination of the construction of the Dream Chase Home and the national characteristics has brought national pride to the villagers. Among the 56 ethnic groups, the Buyi people are not well-known, but we have our own characteristics, such as the sugar packets seen during the warm-up, the 'snail', etc., this special culture has not yet been understood by the people of the whole country. Through major reports, the national sports, food, and national costumes of the Buyi nationality can be quickly disseminated. In the future, it is possible to form an industry or drive local tourism, drive villagers to increase income, and rural revitalization, which is a good thing that kills multiple birds with one stone. "A charity ball game with positive energy throughout the whole process, bringing enthusiasm for life to the village in winter. Invite the whole people to pursue their dreams and empower rural revitalizationIn foodaily's view, this is the ultimate meaning of the "Dream Stadium" project entering the village
*: Gatorade
Set the tone of "movement" and keep the long-term plan for a sustainable future
In 2021, the size of China's sports drink market reached 16.7 billion yuan, with a year-on-year increase of 2989%。The rapid popularity of the national fitness movement has expanded from professional athletes to a wide range of consumers. The expanding market potential has allowed many sports nutrition brands to adhere to a long-term strategy and work hard in product and brand power. Over the years, Gatorade has not only continued to help the world's top athletes push the limits, but also firmly accompanied generations of ordinary sports enthusiasts at home and abroad. The product matrix has gradually been enriched, from high-intensity sports scenes to the daily needs of light sports, and a variety of star sports products have been created to provide consumer needs in different scenarios. 
*: Gatorade1. Relying on strong scientific research strength, open the way for product innovationGatorade is committed to developing its products and is constantly researching the role of nutritional supplements in improving athletic performance, and has continued to invest for many years, making Gatorade the world's most famous sports supplement brand for its scientific reserves. Founded in 1985, the Gatorade Institute of Sports Science (GSSI) is the foundation behind Gatorade's growth as a global leader in sports supplements. GSSI has nearly 30 scientists and nutritionists who are very professional in the fields of hydration, metabolism, thermoregulation, exercise supplementation, biochemistry, endurance and dietary analysis, and grasp the professional quality and replenishment effect of the products from the source. 
*: In 2022, PepsiCo joined hands with the China Nutrition Association to establish the "PepsiCo Nutrition Innovation Center" to strengthen sports hydration education and highlight its professional advantages. Gatorade develops in multiple dimensions to create consumer communication and product endorsement with sports drink science as the core. 2. The product power interprets the brand concept and helps the whole people to pursue their dreamsThe products unveiled in the "Dream Home" are the core positioning products of Gatorade. In addition to daily hydration, the added sodium, potassium and chloride can help maintain body balance, prevent cramps, and help the body maintain fluid balance, which is beneficial to good health. At the same time, the carbohydrate content of 6% promotes rapid absorption by the human body, replenishes the sugar lost by sweating, provides energy and maintains physical strength. Gatorade has built a new "Dream Chasing Home" by going deep into the countryside to improve community infrastructureUse brand influence to boost products and activities, use practical actions to promote the realization of the whole movement, and practice the brand value concept of "every drop of sweat, not in vain" of Gatorade. Helping the development of grassroots sports in the community with professional sports drinks, professional stadiums, and professional team experiences, and leading the dream of national sports is undoubtedly a new attempt by Pepsi to optimize the livelihood of rural people. 3. Implement the "positive plan" to create a sustainable futureBehind this move, in fact, it comes from PepsiCo's long-standing new sustainable development strategy - "Forward Plan", that is, "positive and sustainable commitment". The "Positive Sustainability Plan" relies on the three pillars of sustainable agriculture, value chain and product to build a sustainable food production, distribution and consumption system. As a leader in the global food and beverage industry, the responsibility is even heavier. Gatorade uses the public welfare IP "Dream Stadium" as the carrier to map the dream of a sustainable future with the sports dream, giving the event greater social value from a macro perspective, which fully meets the core appeal of "supporting the community and improving people's livelihood" in the positive maintenance plan. 
*: PepsiCo Greater China official website
Summary
Gatorade said that in the future, the brand will continue to hold sports-related events to provide more people with a stage to show themselves and pursue their dreams. At the same time, Gatorade will continue to interpret its brand sports spirit with the positioning of professional sports drinks, actively implement the positive plan from the social level, continue to make efforts, and contribute more to the development of China's sports industry through the "Dream Stadium" IP. Pepsi will also stick to it".There's a good way to winWhile accelerating its own development, it has always adhered to the commitment of "promoting the concept of sustainable development in the whole society". Focusing on the future, PepsiCo will exert its brand influence and lead the entire industry to create more social value.