Gatorade Apologizes For LeBron James Tweets, Blames ‘Heat Of The Battle’

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After giving LeBron James the business Thursday night on Twitter, Gatorade is offering a mea culpa.

The sports drink manufacturer apologized Friday, blaming “the heat of the battle” for its multi-tweet rant against the Miami Heat star.

“Our apologies for our response to fans’ tweets during (Thursday) night’s Heat vs. Spurs game,” Gatorade said in a statement (via the Miami Herald). “We got caught up in the heat of the battle. As a longtime partner of the Miami Heat, we support the entire team.”

Gatorade’s tweets came after LeBron missed the end of the Heat’s Game 1 loss to the San Antonio Spurs due to cramping and centered around the fact that James is an endorser of Powerade, its primary rival.

Body Armor, another sports drink competitor, joined the fray Friday morning by pointing out that James was, in fact, drinking Gatorade during the game.

[tweet https://twitter.com/DrinkBODYARMOR/status/474913833740283904 align=’center’]

[tweet https://twitter.com/DrinkBODYARMOR/status/474918391070064640 align=’center’]

Awkward is right.

Body Armor also appears to have enlisted Kobe Bryant in its efforts. The Los Angeles Lakers star posted the following Friday morning on Instagram.

kobe bryant

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