Gatorade, the iconic sports drink brand owned by PepsiCo, is gearing up for the 2024 NFL season with an expansive new campaign that celebrates the evolving nature of football. Titled ‘Is It In You?’, this multi-faceted initiative pays homage to the sport’s rich history while also shining a spotlight on the emerging aspects of the game. The campaign invites us to reconsider what football means in today’s world. But what exactly is the ‘it’ that Gatorade claims to have? Is it merely about quenching thirst, or is there a deeper message? Let’s find out.
Celebrating Football’s Evolving Landscape
Celebrating Football’s Evolving Landscape Gatorade, the iconic PepsiCo brand, is stepping up its game with this campaign that pays homage to football’s rich heritage while also shining a spotlight on the sport’s exciting future. The 60-second spot titled ‘It Hasn’t Changed’, features the familiar scenes of professional NFL athletes fueling up with Gatorade, but it also showcases the rising popularity of flag football, a fast-paced variant of the sport that is gaining global recognition.
By incorporating flag football into the campaign, Gatorade is acknowledging the changing landscape of the game, where the boundaries of traditional football are being pushed, and new avenues for participation and competition are emerging. The inclusion of world champion flag football quarterback Diana Flores as a brand ambassador further solidifies Gatorade’s commitment to embracing the sport’s evolving nature.
Championing Sports Equity
At the heart of the ‘Is It In You?’ campaign lies Gatorade’s unwavering dedication to sports equity and inclusion. The brand has partnered with three NFL players – Lamar Jackson, Justin Jefferson, and Puka Nacua – as well as the talented designer Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk. This diverse lineup of ambassadors not only showcases Gatorade’s support for the sport’s top talent but also highlights its commitment to amplifying the voices and contributions of underrepresented groups within the football community. The limited-edition collaboration with Kristin Juszczyk, featuring game-day essentials with her signature style, further strengthens Gatorade’s push for inclusivity and celebration of women’s involvement in the sport.
As Anuj Bhasin, Gatorade’s Chief Brand Officer, eloquently stated, “Gatorade was born on the football field, and we’re proud to continue fueling the next generation of trailblazers who are charting an exciting and inclusive future for the sport.” This sentiment is evident throughout the ‘Is It In You?’ campaign, which seeks to inspire and empower athletes of all backgrounds to embrace the sport’s evolving landscape.
Bottomline
With its innovative approach and unwavering dedication to sports equity, Gatorade is poised to captivate football fans and beyond, setting the stage for an electrifying 2024 NFL season and beyond. Gatorade’s ‘Is It In You?’ campaign evolves the brand’s identity, embracing traditional and emerging football trends, and showcasing its commitment to sports equity and inclusivity through diverse ambassadors and collaborations. By doing so, Gatorade positions itself as a forward-thinking brand celebrating modern football’s multifaceted nature, reaffirming its relevance to a broader audience and cementing its status as a cultural touchstone in athletics, where creativity meets innovation.
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