powerade almost a third market share. what is powerade doing riingt? >> what they are not doinging by the way, is using traditional endorsers as much as somebody else. which is interesting, chris paul, ryan howard. big time names but not the needle moving names, lebron james was in the family, shifted over to vitamin water. so they are doing creative marketing but not including big time endorsements. >> tom: meantime sales volume has been growing for both of these company, bigger base for gatorade so the growth rate is smaller. total products up about 7% but when you get rid of the stuff it is no longer selling like tiger wood gatorade up 15%. powerade, a volume growth this year. what does gatorade have to do. >> they started about by jettisoning tiger woods. we can all talk about that as a positive pov but also to kountion other athletes and teams and leagues and a significant ad campaign to try to recover some of their lost ground. i find it ironic that gatorade b 800 million portion we are aid 600 million. sugar water o 30 years ago if somebody said

. >> right over here we have some of lebron's favorite drinks, the powerade, the sprite. >> reporter:does he know? because his pr people talked to lebron's pr people. >> these have been popular. we have a lot of inquiries about that. >> you haven't sold one yet? >> we haven't sold one yet. i know over the next six months we're going to sell this thing several times. there's been a lot of inquiries about it. there's too many inquiries about it for it not to sell. >> reporter: this comes with this portrait of the patron saints, the ipod featuring lebron's favorite musicians, jay-z and beyonce, and the wonderful red ferrari spider. >> fantastic car. everybody wants to be seen it. you know what, matt, take it for a ride. >> i wouldn't say no. >> reporter: this is what $2,500 a day will get you. in fact, driving through town, you notice the big three and chiefly lebron are inescapable. folks here do expect revenue to roll in as a result. >> the nightlife loves these guys. they're out every night, at every club, popping bottles, they're having a great time. they're celebrating every day. >>