Gatorade fuels creative self-expression with customizable squeeze bottles powered by Adobe Firefly Services generative AI

Today at Adobe MAX (the world’s largest creativity conference), Adobe and Gatorade unveiled a new collaboration that allows consumers to personalize their own ‘one-of-one’ Gatorade Squeeze bottle through generative AI. Powered by Adobe Firefly Services, this new offering unlocks creative expression and empowers individuals to celebrate their unique passions and athletic journeys — all with an exciting new canvas for personal storytelling.

Personalizing products to athletes and consumers of all types has been core to the Gatorade experience, recognizing that every individual’s journey is unique. Gatorade is one of the first brands to put the power of AI-generated experiences directly into the hands of consumers. Some of the most iconic athletes in the world have collaborated with Gatorade on signature bottles, and earlier this year, the company began offering enhanced personalization capabilities via Gatorade iD on Gatorade.com. But now, through leveraging Adobe Firefly, all athletes can personalize their own in a way never before offered by the sports fuel brand.

Available now on Gatorade.com

Today on Gatorade.com, users can begin experimenting with simple text prompts to create unique designs for their own custom Squeeze bottle. There are nearly endless possibilities and users may never get the same bottle generation twice. Everyone will have the initial option of selecting from pre-set AI-generated designs where a pre-populated text prompt — customizable through emojis, styles (“vibe”) and colors — makes generative AI feel familiar for the consumer. Gatorade has created a repository of 200,000 pre-generated assets via Adobe Firefly, delivering a high level of personalization for the user.

Consumers can take the creative process a step further by curating their own designs that speak to their passions and interests. With examples such as “tacos and aliens flying in space” or “a retro game machine in a very vibrant pink design,” Adobe Firefly Services will take the prompt and generate the custom design. Users can adjust their generations further, by selecting from a set of style (“vibe”) and color options.

This custom offering is available via the Gatorade iD (GiD) platform on Gatorade.com. GiD is a free membership program that has gamified the shopping experience. Users can earn points and unlock benefits the more they shop. These points can then be used to generate designs with custom prompts, with users having the option of creating two free designs. Recent designs will be saved to the user’s profile so they can return to them at any time for purchase. The pre-set options are completely free and do not require any points.

This new AI-powered offering provides an exciting new service for GiD members made possible through Gatorade’s collaboration with Adobe. Gatorade also partnered with its digital product agency Work & Co, part of Accenture Song, to ensure the new AI experience is seamlessly integrated into Gatorade.com and is user-friendly. From favorite sports to hobbies and interests, the custom text prompts enable true personalization at scale — encouraging every individual to express their own unique styles, passions, and personalities.

“Gatorade continues to be at the forefront of athletic equipment personalization, and the launch of AI-generated bottle design puts next level creative self-expression directly in athletes’ hands,” said Xavi Cortadellas, Gatorade Sr. director of Marketing, Athletic Equipment. “Now athletes everywhere can have fun with our AI tool in a way that’s approachable and uniquely on-brand. Available on Gatorade.com through the free Gatorade iD loyalty platform, there are nearly endless possibilities for personalization.”

Gatorade x Adobe Firefly

While the water bottles designs can be personalized, the Gatorade team wanted to bring in defined brand styles that have made Gatorade products appealing to fans. Adobe Firefly Structure Reference and Style Reference allowed the design team to upload existing colors, tones and styles (inspired by previous iconic campaigns) that provide a foundation for each user’s custom design. And with Adobe Firefly Services, a collection of creative and generative APIs and services for enterprises, the team made it possible to both integrate and scale Adobe Firefly’s capabilities into the Gatorade website.

Gatorade collaborated with Adobe on this initiative as Adobe Firefly is designed for safe commercial use, trained on the highest quality assets (Adobe Stock assets and openly licensed, public domain content where copyright has expired).

“Gatorade has been bringing personalization to new levels of expression and innovation in our products and experiences. This is a rare moment when the idea creates next level expression and industry-leading innovation. We crafted a special experience for our athletes to feel like a Gatorade pro, creating styles, themes and structure references that Firefly pulls from to make all generated bottle designs uniquely Gatorade, and special to you,” said Leon Imas, VP of Design at PepsiCo. “The end result are bottles generated by AI, powered by design, and imagined by you.”

Unlocking creative self-expression

Gatorade is laser focused on supporting athletes with being the best they can be, both on and off the field. The personalization that generative AI now enables plays a unique role in that. Through these innovations and the collaboration with Adobe, Gatorade is helping athletes showcase their unique self-expression, along with the attributes that make up the best version of themselves.

Availability: Consumers can create their one-of-a-kind Gatorade Squeeze Bottle via Gatorade iD, the brand’s free membership platform on www.gatorade.com. The cost of one custom squeeze bottle is $34.99, and Gatorade iD credits can be used to generate a custom design. Those not signed up for Gatorade iD can opt to choose from free, pre-set designs. The price for the Generative AI Squeeze Bottle is the same as the other Squeeze bottles, as Gatorade will not be charging extra for use of the AI technology. At Adobe MAX, attendees can try the experience firsthand at the Gatorade Team Shop Truck activation — available in the Creative Park.

Don’t miss Xavi Cortadellas’ and Leon Imas’ Adobe MAX 2024 session: Reimagining Content Creation for Real Business Impact and Daniela Maldonado's and Veronica Campbell's Adobe MAX 2024 session: PepsiCo Design’s GenAI Blueprint: Empowering Creative Teams.