I've seen it with my own two eyes: Athletes drinking Vitaminwater. I know they've done a tremendous job of planting the drink in clubhouses and locker rooms, even though the fact that they have no official status kind of hurts them from a product placement standpoint. Well, now they are taking it to the next level. Glaceau, makers of the product line, has signed a slew of athletes including Brian Urlacher, Tracy McGrady, LaDainian Tomlinson, Ray Lewis, Ray Allen, Allen Iverson and 20 baseball players, including David Ortiz. I think there are some great names here, but I think Glaceau has to be willing to spend plenty on commercials and put athletes on bottles (something Gatorade does not do), to make themselves relevant in this space without official sponsorship deals. There's a little debate going on over their sports drink, which is called perform. It doesn't have salt in it and Gatorade officials point to research that say that it can't be classified as a sports drink if it doesn't seek to replace the most important electrolyte. As a side note, I'm sure the Urlacher signing really stings in Chicago, where Gatorade is of course headquartered.