What is G? The first spot aired during the Rose Bowl, a black-and-white conveyor belt of people posing, smiling, some instantly recognizable, others vaguely so.  Lil Wayne spoken-word poetry: gifts, gold, glory and game. A large white G to close.

To YouTube, and fewer clues still. Internet mumblings , speculation . Not Nike. A new brand? If Gatorade, a new product?

In the following days, a slow reveal, a letdown, and in the end, a missed opportunity. A Gatorade rebrand? So what?