Beer guts, sweat stains, cigarette smoke and PBR. That's what bowling means to me. To be fair, those are really old memories, formed long before rock 'n' roll bowling and hipster-magnet retro joints like Lucky Strike. Apparently there's a whole new breed of bowler out there—young chicks!—and Gatorade is poised to take advantage of the trend. The PepsiCo brand is on the verge of announcing its first-time sponsorship of the U.S. Women's Open, and that G2 is now "The official thirst quencher of Bowling's U.S. Women's Open." The marketer says it's jumping in because of a 12.9 percent increase in participation over the past several years to 24.5 million people, with a major spike coming from the growing numbers of women who have taken up the sport. Gatorade, obviously looking beyond its core pro athletes, recently hooked up with contestants from Fox's hit reality show So You Think You Can Dance. Now, it's attractive women who bowl. (Check out Emily Maier, a member of Team USA, who looks nothing like anybody I recall from Ken-Bowl in Louisville, Ky., in the '70s.) Go grrrls!