Gatorade has a storied history of signing the greatest athletes of all time (GOATs) to their legendary roster, and when the final season of the global phenomenon Stranger Things aired, Gatorade and Netflix saw an opportunity to make Eleven the next in a long line of all-time greats. So, they partnered to make Eleven a legitimate Gatorade athlete, the first fictional character ever signed by Gatorade, and they revealed it in an unprecedented way, during the season premiere of one of the most watched shows in history. Game recognizes game, so Gatorade gave her the full athlete treatment, behaving as if they had just signed the next Michael Jordan, Serena Williams, or Usain Bolt, and inviting fans to support her as she fights to save the world like they’d support an athlete battling on the field. All to prove that whether they’re on the field, or in the Upside Down, the GOATs are no ordinary athletes, and Gatorade is no ordinary thirst quencher.