Gatorade is ushering in a new digital era with the official launch of Gatorade iD, a free and personalized membership platform. To coincide with the platform’s launch, Gatorade collaborated with DJ Khaled to offer the “Gatorade x DJ Khaled” capsule collection. The partnership is the first in a series of Gatorade iD drops, and it will be available exclusively to Gatorade iD members on Gatorade.com for $140 beginning Thursday, February 8 at 10:00 a.m. ET.

“I’ve loved Gatorade since I was a kid and to this day, I have it in the studio with me to fuel my creativity,” DJ Khaled said in a statement. “I’m extremely grateful that they provided me the keys to make this iconic capsule. Gatorade, We The Best, and Jordan Brand—we are all icons, and this is just proof!”

Gatorade thinks that each athlete’s experience is unique. Gatorade iD is a free membership programme that leverages data, athlete insights, and digital technologies to provide special perks, including personalised equipment, limited edition drops, discounts, and free shipping on all purchases. Consumers may now register for Gatorade iD on Gatorade.com to fuel their own expression with personalised equipment and gain access to special edition drops. Gatorade iD allows customers to upload their team logo, utilise one of 30 pre-loaded mascots, and choose from over 10 different colours and patterns to create their own personalised bottle.

“Since launching the Gx platform in 2015, innovations have propelled the brand’s transformation from a sports drink to a fully integrated performance and wellness ecosystem. More recently, Gx Collabs first allowed Gatorade roster athletes to use Gx bottles as blank canvases for personal expression. We are thrilled to extend personalisation capabilities that were previously only available to professional athletes to all athletes globally. In the future, Gatorade iD will include rewards and more personalisation to become each athlete’s curated part of the Gatorade world,” said Anuj Bhasin, Gatorade’s Chief Brand Officer. “DJ Khaled is at the confluence of sports, music, entertainment, and, now, Gatorade culture. We’re thrilled to work with him on the introduction of Gatorade iD.”

This is just the beginning; through 2024 and beyond, Gatorade iD members will have even more personalisation options and access to limited edition drops, as well as extra discounts, rewards, and ways to earn points with every purchase on Gatorade.com and in-store. As the platform matures into a curated part of the Gatorade universe, follow @Gatorade and visit www.Gatorade.com to stay up to date on upcoming Gatorade iD collaborations and announcements.