Loyalty can be won in a moment that brands never anticipate.

Loyalty can be won in a moment that brands never anticipate.
It was 1AM. I was at an aid station, 70 miles into a race.
I was craving orange juice.

"Sorry, no orange juice."

"... but we have this stuff", the volunteer said while reaching under the aid station table. They pulled out a can of Strawberry Guava, Aloha Maid.

While popular on island, I don't drink them under normal conditions, let alone during any physical feats.

I cracked it open.

As the first drops hit my tongue, I felt my brain light up like a Christmas tree.

The following tasks were completed in rapid succession:
• Dump the can in my mouth. Pause, only slightly, to breathe
• Request two more to fill my handheld water bottle
• Charge off into the night

My nutrition plan took an unexpected turn.
I drank ten more over the next eleven hours.

Today, I still can't explain why these hit the spot or how their ingredients were able to sustain me for hours of running.

Before the race, I didn't even know the brand's name.
They don't run ads.
They were just there...
Right place.
Right time.

Now, I take a detour in the grocery store, just to walk past their wall of cans. Paying homage and sipping a bit of nostalgia.

I've spent thousands on running gear, nutrition, and race entries. The product that stood out most only cost $1.50 and was handed to me by a volunteer at 1AM, in the middle of a Hawaiian jungle.

---

Luke Baker, you'll forever be attached to this memory. I still laugh when I think about the surprise in your voice when you asked if I just drank that whole can.