Propel Fitness Water, a PepsiCo brand, has partnered with actor, director, and producer Michael B. Jordan in a new campaign to encourage people to get active and make the world their gym. The campaign, features a 30-second television spot starring Jordan as he runs through a city that transforms into a gym around him.
The Campaign
In partnership with Gatorade DNA, the campaign spot showcases Jordan as he drinks Propel and runs through the city. The city moves and morphs around him, with the street turning into a treadmill and the various elements becoming obstacles.
The campaign will run during the summer’s key sporting events spanning the NBA and WNBA to the NWSL and major tennis tournaments. The effort will run across broadcast, streaming, digital and social media. The ad’s tagline is “Make the world your gym,” and it delivers the message of fitness and functional hydration.
The Partnership with Michael B. Jordan
The partnership with Jordan first manifested as a tie-in with “Creed III,” which he directed and starred in, and the Invesco QQQ Legacy Classic, a basketball tournament Jordan helped launch that highlights programs at historically Black colleges and universities. The partnership between Propel and Jordan is continuing with another purpose-driven effort called the Propel Your City Project. It seeks to identify and support existing organizations that are already doing like-minded work in their communities. “The campaign is a nod to Michael and his passion and also Propel’s first media buy in this space. This is an exciting moment for the brand.” said Emily Boido, senior director of marketing for PepsiCo’s enhanced water brands portfolio. It is all about really sinking and soaking into our shared purpose, which is all about driving access and equity in sport.
New Functional Hydration Options
Propel is also adding tablets to its product line in an effort to meet increased consumer demand for convenient functional hydration options. Over the past year, Propel powder has grown quickly in a space that represents the largest uptick among the wider $2.2 billion beverage enhancer segment, per PepsiCo. The tablets are featured in a special 15-second cut of the brand-focused TV spot.
The Big Picture
The Propel Fitness Water’s latest campaign featuring Michael B. Jordan is a strategic move for the brand, showcasing their commitment to fitness and functional hydration. The partnership with Jordan is all about driving access and equity in sport, and the Propel Your City Project seeks to identify and support existing organizations that are already doing like-minded work in their communities. With the addition of tablets, Propel continues to meet increased consumer demand for convenient functional hydration options.
