The challenge was to establish the Powerade brand while clearly differentiating it from Gatorade, a brand targeted to the high-level athlete focused on the win. With the increase in popularity of extreme sports, in combination with a shift in attitude towards why people play sports, Cossette concluded that there was a lucrative opportunity to focus on a different consumer. Powerade would carve out the territory of a sports drink for the "everyday" athlete instead of the high-level athlete, and focus on talking to teens who play for the love of sport rather than those who play to win.