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In this day and age, companies keep up with what's trending better than most newspapers, and they broadcast it all over Twitter.
Gatorade did not fail to tweet all about Miami Heat's Lebron James after his legs cramped up Thursday during the NBA finals. James is sponsored by Powerade so it was the perfect opportunity for Gatorade to jump in on the situation.
They first tweeted "The person cramping wasn't our client. Our athletes can take the heat." And then they tweeted again saying, "Better go stock up on Lime Cucumber before Game 2. Can't cramp up."
ESPN got a statement from James on the situation. "I really don't care what people say about me, I don't care about that drink group ... I'm not even going to say their name," James said. "This is about the Spurs and the Heat, and it's not about everybody else. I don't care."
@CarmichaelDave Better go stock up Lime Cucumber before Game 2. Can't cramp up if you want to tweet during it.
— Gatorade (@Gatorade) June 6, 2014
LA Times tells us Gatorade, however, chose to err on the side of caution. The company issued an apology on Friday. "We got caught up in the heat of the battle,” Gatorade said.