Gatorade is launching a free membership program called Gatorade iD, aiming to connect with consumers on a more personalized, data-driven level. The program will add rewards and personalization, repositioning Gatorade as a fully connected performance and wellness ecosystem.

Gatorade iD offers personalized water bottles for consumers, previously only available to pro athletes. Users can upload logos or use preloaded mascots. The platform also offers additional drops, discounts, and rewards. Gatorade has partnered with DJ Khaled to boost the program, combining Gatorade, Jordan Brand, and Khaled’s “We The Best” branding. Gatorade iD is an example of marketers meeting the need for personalization and first-party data as Google deprecates the third-party cookie.