NFL began "Beat the Heat" campaign, cooperating with Gatorade

"Beat the Heat" is a program to keep athletes safe and performing at their best during the hot summer months. For this purpose, the NFL began to cooperate with Gatorade Company, a division of PepsiCo (NYSE: PEP), and launched the campaign. The program also includes educating parents and coaches about heat-related illness and the importance of hydration and raising funds for the Kendrick Fincher Memorial Foundation (KFMF). A lot of NFL players, coaches and their wives will take part in the activity to inspire hydration awareness.

KFMF was founded by Mike and Rhonda Fincher, in purpose to arouse parents awareness of keeping kids from heat stoke. The organization is also for memory of the Finchers' son Kendrick, a child died of heat stroke during the summer of 1995.