Revive Isotonic and Gatorade aiming to transform Malaysia from a sport-loving nation to a sporting nation. The Fit Malaysia initiative by the Youth and Sports Ministry received a boost today when Revive Isotonic and Gatorade signed on as the official sports beverage of the programme.
The one-year collaboration between both parties will see Revive Isotonic and Gatorade being appointed as the beverage of choice for the overall FitMalaysia campaign, which aims to facilitate the adoption of a healthy lifestyle among Malaysians. Launched last September by Youth and Sports Minister, YB Khairy Jamaluddin, Fit Malaysia is a nationwide initiative that includes activities such as running, cycling, martial arts and contemporary fitness programmes.
Fit Malaysia will also showcase elements of sports science and sports medicine and include physical exams, fitness tests, nutritional advice and other related components to ensure Malaysians reach their health and fitness goals.
“Fit Malaysia is geared towards turning Malaysia into a fit, sporting nation and encouraging community participation in a variety of sports and fitness activities,” said Khairy at the signing ceremony here. “Revive Isotonic and Gatorade will complement and strengthen our objectives, and we’re delighted to have them on board with us as we look to shaping a healthier country.”
Permanis Vice President of Marketing and Business Development Hemalatha Ragavan said Gatorade, the world’s No. 1 sports beverage and Revive Isotonic, one of Malaysia’s most popular isotonic drinks, were formulated to rev-up metabolism and provide energy to working muscles.
“We are honoured to be part of FitMalaysia and keen to turun padang to campaign venues as the official ‘buddy’ beverage of the campaign,” she said. “A key aspect of health is to keep the body hydrated and refuelled during any physical activity, and both Revive Isotonic and Gatorade have proven that they are more than capable of handling this task.”