Gatorade has lured a Nike exec and former Nationwide Soccer League participant as its subsequent chief advertising officer. 

Kalen Thornton, a longtime Nike worker who most not too long ago was VP in North America for the sportswear big’s males’s manufacturers, joins the PepsiCo-owned model because it makes an attempt to proceed its market share dominance within the sports activities drink class within the face of spirited competitors from upstarts together with Physique Armour and Biosteel.

Thornton performed linebacker for the Dallas Cowboys in the early 2000s then went on to earn an MBA at Stanford. He joined Nike almost 10 years in the past, according to his LinkedIn page. His skilled sports activities expertise might serve him effectively at Gatorade, which has an extended historical past of working with professional athletes in its advertising and product improvement.

He replaces Andrew Hartshorn, who left Gatorade final 12 months and is now at Danone, according to his LinkedIn profile.

“Kalen brings over a decade of expertise main breakthrough, athlete-centric advertising methods. His intensive data of the business and background working with a number of the most elite athletes on the earth will assist push Gatorade’s mission of fueling athletic efficiency in new and thrilling methods,” Brett O’Brien, senior VP and normal supervisor at Gatorade, mentioned in a press release. “He shares our dedication to placing the athlete on the core of every thing we do, and we’re thrilled to welcome him to the Gatorade workforce.”

Thornton in a press release mentioned: “It’s a privilege to hitch a model like Gatorade that has such a wealthy backstory and unwavering dedication to leveraging science-based innovation to gasoline athletes all over the place. I stay up for working alongside the good minds at Gatorade to proceed to develop the model and assist athletes keep on the prime of their sport.”