Gatorade today announced the launch of a groundbreaking generative-AI design experience on its free Gatorade iD membership platform. In partnership with Adobe Firefly, Adobe’s commercially safe family of creative AI models, the brand is introducing a new customization tool that allows athletes to create uniquely personalized Gatorade Squeeze Bottles—unlocking millions of design possibilities.
Building on years of athlete-inspired signature bottles and last year’s expanded customization options on Gatorade.com, this latest evolution gives every athlete the ability to craft designs like never before. Users simply type their ideas—favorite sports, hobbies, styles—into a prompt and choose from curated colors, “vibes,” and themes to generate designs that reflect their individuality.
Powered by Adobe Firefly Services, the experience enables highly personalized image generation while retaining the iconic look of Gatorade Squeeze Bottles. Gatorade partnered with digital product agency Work & Co, part of Accenture Song, to seamlessly integrate the tool into its website and ensure an intuitive user experience.
The new technology will be showcased at Adobe MAX 2024, presented by Xavi Cortadellas, Gatorade’s Sr. Director of Marketing, Athletic Equipment, and Leon Imas, PepsiCo’s VP of Design.
“Gatorade continues to be at the forefront of athletic equipment personalization,” said Cortadellas. “With AI-generated bottle design, we’re putting next-level creative self-expression directly in athletes’ hands.”
Imas added, “We crafted a special experience so every athlete can feel like a Gatorade pro. Firefly pulls from unique design structures to make each AI-generated bottle unmistakably Gatorade—and uniquely yours.”
The feature is exclusive to Gatorade iD, where members can earn loyalty points, unlock benefits, and save their creations. Each user can generate two free custom designs before using points to create more. Preset options are also available for inspiration.
“Every brand is working to personalize experiences at scale,” said Hannah Elsakr, VP at Adobe. “Gatorade is pioneering one-to-one personalization with generative AI, bringing creative expression to millions of everyday athletes.”
The customizable bottles are available for $34.99 through Gatorade iD on Gatorade.com.