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Gatorade has released its new Gx App and Sweat Patch, the latest in the brand’s commitment to innovations that optimize athletic performance.

Work & Co led the product strategy as well as design and development for the app, which is uniquely focused on the value of hydration and recovery. The intelligence engine —powered by personalized health and fitness data and three decades Gatorade Sports Science Institute—helps create actionable ways for all athletes to meet training goals.

Said Work & Co Design Partner James Ayres: "By combining the sweat patch technology with Gatorade's deep sports science knowledge, we were able to create a digital product experience that delivers personalized guidance – something that was previously only available to professional athletes."

The Gx app seamlessly integrates with fitness tracking apps such as Strava, Garmin, and Apple Health. Analyzing activity in three categories —training load, recovery, and nutrition— it summarizes progress via a “Gx Score.” Athletes can create a sweat profile within the app by scanning a Gx Sweat Patch after a workout, allowing the app to provide even more personalized recommendations. Gx is available for free in the App Store for iPhone as well as the Apple Watch, to support athletes who will use the digital product just before or right after their workouts. The patch will be sold in Dick’s Sporting Goods stores and on Gatorade.com.

The Gx launch comes as Gatorade’s innovation unit is driving the creation of new branded products and services focused not just on selling sports beverages, but also, on helping athletes to better track and enhance their performance, and perfect their skills on the court or field.

Other products Work & Co has partnered on with Gatorade include its Highlights app and its new Gatorade.com site —which was rolled out during the Covid-19 pandemic and brought the brand direct e-commerce capabilities for the first time.

Read more in Ad Age, Hypebeast, Gizmodo, Mashable, and CNBC.