GFuel built a $100M brand by partnering with undervalued Twitch streamers
“So like there was this company, I remember discovering called G Fuel. They figured out that Twitch streamers were undervalued assets. And so what GFuel did was it went to all of them and it ran basically the Nike playbook with streamers. So they would go to the popular streamers, they'd say, hey, we want to develop a flavor just for you, a shaker bottle that's your colors, your branding, and you're gonna get a cut of the affiliate revenue. And they partnered with all the top streamers, which was not that hard to do at the time. And so they went zero to 100 million in sales. And guys like you and I had never heard of them, because they did it just within this gaming bubble.”









