Rapper Kendrick Lamar will headline one of the biggest marketing campaigns ever for Gatorade, as owner PepsiCo Inc. looks to defend its lead in the increasingly competitive sports drink category.

the chief executive of drinks marketing agency YesMore. “In a crowded market, a recognizable and respected figure creates instant trust and brand recognition,” Khan-Lavin told CNN.

Are you a print subscriber? Activate your account. By Erika Wheless - 1 hour 58 min ago By Berkeley Bethune - 2 hours 33 min ago By Tim Nudd - 2 hours 35 min ago By Jack Neff - 2 hours 43 min ago ...

Tom Khan-Lavin, the chief executive of drinks marketing agency YesMore, spoke on the involvement Curry and his wife, Ayesha. More Ball Around: Former LeBron James Teammate Wins NBL Finals MVP ...

Badger State Brewing in Green Bay, Wisconsin, is bringing back the very cool Brewed & Tattooed Fest—a celebration of live ...

The NBA star’s “connection to health and fitness is palpable, and that will resonate strongly, especially in the competitive US market,” said Tom Khan-Lavin, the chief executive of drinks marketing ...