There once was a time back in 2003 when Gatorade decided against sponsoring a high school phenom from Akron, Ohio, named LeBron James after he declared for the NBA draft. James then won four NBA MVPs in his first decade in the NBA, and that seemed like a mistake.
Then Thursday night's Game 1 of the 2014 NBA Finals happened in miserable heat thanks to a broken air conditioner, and Gatorade felt redeemed. James had cramps, which Gatorade is certain it could have prevented.
This is important in the sports drink industry. So Gatorade made sure everyone knew.
Then a New York-based documentary filmmaker tried to call the brand out on Twitter, and they responded.