Schools can’t adapt quickly enough to the photoshopped “edit” game, where they drop in a recruit’s image and some part of their logo on to a prominent brand. Baylor is the latest major program in on the trend, and they’re using a major sports brand to back their efforts.
As noted by College Spun, Baylor coaches are sending out customized Gatorade bottle edits to would-be recruits. Wide receiver commit Jared Atkinson received one of the faux-ads, which featured the wideout streaking down the field in his high school jersey with an interlocking BU Baylor logo slightly below on the right.
Yet, the more clever aspect of the ad was the Robert Griffin III Gatorade bottle in tbe background, showcasing the real success that another recent Baylor star has already had in the branding world (and let’s face it: Griffin III has ben a branding success even if he’s had mixed results on the field).
There are surely plenty other Baylor recruits who received the same treatment, and other schools may get in on the act soon. The Bears certainly aren’t the only Gatorade school. Then again, by the time they do send out their own customized bottles, the edit game may very well have moved on again. It moves that fast.
Fast enough, in fact, that one needs to keep hydrated to make sure it can keep up. Good thing there’s plenty of Gatorade around …