Gatorade’s New Membership Platform Promises Personalization

A free membership platform is being launched by Gatorade, giving users the power to personalize products. The iconic athlete-centered brand leveraged data, athlete insights, and digital technologies to build Gatorade iD, and members can expect exclusive benefits and access to limited-edition items, discounts, and free shipping.  

To truly provide a personalized experience, members will also be able to upload their team logo, choose a pre-loaded mascot, and design their own unique bottle, picking from a selection of colors and patterns. The brand plans to provide members with more opportunities for personalization and ways to earn points throughout 2024. 

“Since debuting the Gx platform in 2015, innovations have fueled the brand’s evolution from a sports drink to a fully connected performance and wellness ecosystem. More recently, Gx Collabs first gave Gatorade roster athletes a chance to use Gx bottles as blank canvases for self-expression. We are excited to bring a personalization capability that was once only available to pro athletes to every athlete worldwide. In the future, Gatorade iD will add rewards and broader personalization to become each athlete’s curated corner of the Gatorade universe,” says Anuj Bhasin, Gatorade’s Chief Brand Officer. 

To celebrate the launch of Gatorade iD, the brand also partnered with celebrity music producer DJ Khaled. The initiative, Gatorade x DJ Khaled, includes a capsule collaboration featuring a DJ Khaled-personalized bottle and towel. A Jordan Brand fleece pullover hoodie is also a part of the set. An exclusive for Gatorade iD members, the Gatorade x DJ Khaled capsule collaboration will be available for purchase on February 8 for $140. 

Follow the countdown to the launch of the limited-edition Gatorade x DJ Khaled capsule here:  


Read more on Loyalty360:   

Casey’s and Gatorade Give to Local Athletes 

What is Personalization and How to Use It to Boost Loyalty? 

Enhancing Brand Loyalty Through Customer Lifecycle Management 

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