Gatorade's interactive panel 'BPM Pay' on Paulista Ave in São Paulo measures cardiac rhythm and offers participants the new Berry Blue flavor for hydration. It aims to promote interaction among urban athletes, encouraging exercise and emphasizing adequate hydration.
Jorge Natteri, head of marketing for Gatorade in Brazil, expresses excitement about bringing the hydration experience to urban athletes, especially runners on Paulista Ave. The campaign's goal is to encourage exercise and ensure everyone has access to proper hydration for optimal performance.
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