Gatorade Masters the Art of Michael Jordan...
Monday, July 27, 2009 at 05:31PM 
Are you looking to create a captivating in-market display that utilizes your products? Are you looking for new ways to leverage athlete endorsers?
As CNBC's Darren Rovell reported a few weeks ago, Gatorade recently created a unique mural of Michael Jordan ona sidewalk in the South Side of Chicago using 14,641 Gatorade bottles. The sidewalk street are was created to introduce the brand's new, limited edition Jordan Series (which includes six (6) different MJ-themed flavors) and commemorate His Airness'upcoming induction into the Naismith Memorial Basketball Hall ofFame.
Gatorade called on an internalteam of experts and celebrities (Scottie Pippen, Jackie Joyner-Kersee) to create the impressive street art display in a matter of only 16 hours. A series of lighting fixtures enable the thousands of Gatorade bottles making the Michael Jordan display glow at night time. But what's even more impressive than the actual display itself is the amount of preparation, teamwork, and planning that was required to execute the project. The second video below does a tremendous job detailing all of Gatorade's behind-the-scenes work. Check it out!