After 91 straight losses—the longest streak in high school football history—Columbia High School in Huntsville, Alabama, is determined to turn the page this season. Sixty years after Gatorade was created to help athletes overcome adversity, the brand is stepping in to fuel Columbia’s pursuit of victory.
Gatorade’s support began in the preseason with access to its Gatorade Sports Science Institute (GSSI). Experts performed sweat testing on each player, analyzing hydration needs and providing personalized recommendations to help the athletes recover and perform at their best. That education will continue throughout the year, teaching players how to use science to maximize performance.
Alongside the testing, the team has been outfitted with a full season supply of Gatorade product and sideline equipment. Columbia players will also connect with elite athletes from Gatorade’s roster, including Detroit Lions defensive end Aidan Hutchinson, to learn how professionals overcome setbacks.
The season officially kicks off August 22, and football fans nationwide will get to follow the team’s journey. NFL Films and Gatorade are producing a documentary series titled All the Reasons Not to Quit – The Columbia HS Story, premiering later this fall, to chronicle the fight for redemption.
New head coach Sammie Coates, a former NFL wide receiver, says the partnership is already reshaping the program. “Gatorade isn’t just fueling our team — they’re helping us re-write the script. With their support, our guys are training smarter, performing more efficiently and learning what it takes to be great on and off the field. This is bigger than football. It’s about teaching discipline, belief and building something special together as a team, and I’m proud to coach these young men.”
Kevin Luhrs, Associate Principal Scientist at GSSI, adds, “For 40 years, GSSI has been turning sports science into real performance gains – and we’re proud to back the Columbia High School football team as they pursue not only their first victory, but multiple victories moving forward.”
For Columbia, this season is about more than ending a streak. It is about resilience, belief, and the power of science, coaching, and community to fuel a long-awaited comeback.