Gatorade asked MKTG to design a live experience proving two things: that Gatorade is more than a one-size-fits-all sports drink, and that Gatorade is maniacally focused on making athletes better.MKTG conceptualized the G-Store, a first-of-it’s-kind fuel store featuring the full product portfolio, with a surprising stockroom. the muse? a classic NYC bodega. Attendees explored gatorade’s offerings via AR, a brilliant experience designed in partnership with Firstborn. Completion of the AR experience unlocked access to the stockroom, which featured three pillars of the brand: science, sweat, and sport culture. In the GSSI lab, guests learned how Gatorade works with athletes to optimize health and performance.Leaving the lab, they entered a gym space where celebrity trainer joe holder hosted live workouts. Finally, guests entered the world of sports culture where famed sports fashion designer Dante Beals crafted bespoke swag, and big-name photographer Raven Varona took branded portraits.