In 2021, the Gatorade Lab opened in Mexico City, which encompasses a GSSI lab. This facility is key for increasing brand equity within the LATAM region. The primary focus of the lab is to provide service testing and education to athletes, allowing for strong partnerships to be formed with Gatorade teams and athletes across the region. The facility also has the capability to collect innovation insights. Since the inception of the Gatorade Lab, athletes from a range of different sports have visited including, but not limited to, running, football, cycling, tennis, golf, boxing and triathlon. This has enabled the development of locally relevant education, as well as the collection of data from athletes from across the region.