If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since.But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do.Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history.With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal.With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade.The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share.Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade.

    or Teddy. He was also a widely respected historian, naturalist and explorer of the Amazon Basin; his 35 books include works on outdoor life, natural history, U.S. Western and political history, an autobiography and a host of other topics.

    By the age of twenty-three, he was on his first tour of America, facing an astonished audience in his tight silver hotpants, bare legs and a T-shirt with ROCK AND ROLL emblazoned across it in sequins. Elton John had arrived and the music world would never be the same again.His life has been full of drama, from the early rejection of his work with song-writing partner Bernie Taupin to spinning out of control as a chart-topping superstar; from half-heartedly trying to drown himself in his LA swimming pool to disco-dancing with the Queen; from friendships with John Lennon, Freddie Mercury and George Michael to setting up his AIDS Foundation. All the while, Elton was hiding a drug addiction that would grip him for over a decade.In Me Elton also writes about getting clean and changing his life, about finding love with David Furnish and becoming a father.

    Ranked by the American Film Institute as one of the top 100 Greatest Love Stories and by the Writers Guild of America as one of the top 100 screenplays of all time, The Princess Bride will continue to resonate with audiences for years to come.Cary Elwes was inspired to share his memories and give fans an unprecedented look into the creation of the film while participating in the twenty-fifth anniversary cast reunion. In As You Wish he has created an enchanting experience; in addition to never-before seen photos and interviews with his fellow cast mates, there are plenty of set secrets, backstage stories, and answers to lingering questions about off-screen romances that have plagued fans for years!With a foreword by Rob Reiner and a limited edition original poster by acclaimed artist Shepard Fairey, As You Wish is a must-have for all fans of this beloved film.

    It is an ugly, shameful story of being sold with her mother into slave marriages by Chinese brokers, and although she at first tried to hide the painful details when blending into South Korean society, she realized how her survival story could inspire others. Moreover, her sister had also escaped earlier and had vanished into China for years, prompting the author to go public with her story in the hope of finding her sister.

    Now, with the help of celebrated historian Joseph Marshall, we finally have the opportunity to know Crazy Horse as his fellow Lakota Indians knew him.Drawing on extensive research and a rich oral tradition that it rarely shared outside Native American circles, Marshall - himself a descendent of the Lakota community that raised Crazy Horse - creates a vibrant portrait of the man, his times, and his legacy. From the powerful vision that spurred him into battle to the woman he loved but lost to duty and circumstance, this is a compelling celebration of a culture, an enduring way of life, and the unforgettable hero who remains a legend among legends.Marshall's gloriously poetic and sweeping chronicle ushers in a new genre of American history...A tour de force. - Peter Nabakov, author of Native American TestimonyA remarkable portrait of a remarkable man. - Colin G. Calloway, professor of history and Samson Occom Professor of Native American Studies, Dartmouth College

    The Beach Boys, from their California roots to their international fame, are a unique American story -- one of overnight success and age-defying longevity; of musical genius and reckless self-destruction; of spirituality, betrayal, and forgiveness -- and Love is the only band member to be part of it each and every step. His own story has never been fully told, of how a sheet-metal apprentice became the quintessential front man for America's most successful rock band, singing in more than 5,600 concerts in 26 countries.Love describes the stories behind his lyrics for pop classics such as "Good Vibrations," "California Girls," "Surfin' USA," and "Kokomo," while providing vivid portraits of the turbulent lives of his three gifted cousins, Brian, Dennis, and Carl Wilson. His partnership with Brian has few equals in American pop music, though Mike has carved out a legacy of his own -- he co-wrote the lyrics to eleven of the twelve original Beach Boy songs that were top 10 hits while providing the lead vocals on ten of them. The band's unprecedented durability also provides a glimpse into America's changing cultural mores over the past half century, while Love himself has experienced both the diabolical and the divine -- from Charles Manson's "family" threatening his life to Maharishi instilling it with peace. A husband, a father, and an avid environmentalist, Love has written a book that is as rich and layered as the Beach Boy harmonies themselves.