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One, three. From Wondry, I'm David Brown, and this is Business Wars Daily on this Friday, January 11th.

Serena Williams is analyzing her sweat while playing tennis.

In the latest ad from Gatorade, the tennis star sports a patch that passes sweat through

food coloring, giving an instant easy-to-read picture of hydration, or lack thereof. When colors on the

patch change, they signal levels of dehydration,

sort of like a mood ring for electrolyte loss. Williams told Fast Company she was excited by the promise

of the new wearable technology to extend athletes' careers. The patch invented at Northwestern

University and developed with Gatorade's

Sports Science Institute, has been tested by professional athletes and college swim teams. It's also

being used to test babies for cystic fibrosis. The patch is the latest volley in Gatorade's

attempt to rebrand itself from a sports drink to a sports

...