The brand is highlighting trailblazers on and
off the field, headlined by the newest football stars joining its
elite athlete roster – Lamar
Jackson, Justin Jefferson,
Puka Nacua and Diana Flores – and a
capsule collab with fashion designer Kristin Juszczyk
CHICAGO, Sept. 4,
2024 /PRNewswire/ -- Gatorade, the world's most
superior sports drink, has spent nearly 60 years fueling the
sport of football on and off the field. As the NFL kicks off
another monumental year, Gatorade is continuing to help shape the
game. From the rise of women's impact on the sport and the growing
spotlight on flag football, to the new era of athlete
individualism, football is changing – and Gatorade is using its
latest campaign, "You Know We Got 'IT'", to help usher in that
change on the heels of the brand's revival of its iconic tagline
"Is It In You?."
"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,"
said Anuj Bhasin, Chief
Brand Officer at Gatorade. "We
know that every athlete has it in them to achieve greatness, and as
a leading sports brand we want to help inspire all athletes to
believe that they have 'IT'."
Signing the Next Generation of Football Greats to the
Gatorade Roster
Gatorade is expanding its elite roster with
athletes who are shaping the future of the sport. This includes
Baltimore Ravens quarterback Lamar
Jackson, Minnesota Vikings wide receiver Justin Jefferson and Los Angeles Rams wide
receiver Puka Nacua – the latest additions to the brand's
notable roster of NFL athletes. The brand has also signed world
champion flag football quarterback and Gatorade Women's Advisory
Board member Diana Flores,
the first flag football athlete to join the Gatorade family.
Celebrating Inclusivity in Football with a Gatorade x
Kristin Juszczyk Drop
Earlier
this year, Kristin Juszczyk took the
internet by storm when her gameday designs caught the attention of
sports fans everywhere. Now, Gatorade is teaming up with the
fashion designer for a limited-edition Drop celebrating inclusivity
in football.
The Drop merges Gatorade's iconic heritage of fueling athletes
since 1965 and Kristin's signature patchwork style, with a nod to
flag football in the design. It features two capsules with a few
essentials for athletes to get in the game: the Gatorade x Kristin
Juszczyk Bag Capsule, inclusive of a custom duffle bag, Gatorade
sideline towel and Gx bottle and the Gatorade x Kristin Juszczyk
Bottle Capsule, including a custom Gx towel and Gx bottle. The
capsules will be available exclusively via Gatorade iD on
Gatorade.com on Thursday, September
12 at 10am ET.
"Growing up, I always had a Gatorade in my hand, so to now be
collaborating with the brand on a Gatorade iD Drop is incredible,"
said fashion designer Kristin
Juszczyk. "This collection marries the worlds of fashion
and sports – both of which are so meaningful to my own life, being
a designer and a fan. I'm proud that this collaboration celebrates
inclusivity in sport and hope it inspires even more people to get
in the game."
Expanding the Playing Field with Gatorade's Equity in Sports
Initiative
As part of Gatorade's Equity in Sports initiative, this summer
Gatorade has committed to investing more than $600,000 to provide young athletes across the
country with more access to sport, with a focus on female athletes
in flag football. Gatorade's investment in flag football includes
donating a portion of proceeds from Gatorade items purchased at
Dick's Sporting Goods – up to $500,000 – to The DICK'S Foundation's Sports
Matter program and providing grants to nearly a dozen flag football
organizations across the country like Fierce Beauties and Arizona
Youth Flag.
Rallying Football Players Everywhere with a New Campaign
Film
Just in time for NFL kickoff on September 5, Gatorade is launching a new campaign
– "You Know We Got 'IT'", an extension of the brand's "Is It In
You?" revival from earlier this year. The campaign debuts with a
film that reminds athletes of all levels that the spark to
achieve comes from within. The film is narrated by Lamar Jackson and features a variety of athletes
from Gatorade's elite football roster – including Josh Allen, Myles
Garrett, Justin Jefferson,
Shedeur Sanders, Aidan Hutchinson,
George Kittle, DK Metcalf,
Diana Flores, Trevor Lawerence, Puka Nauca, Tua Tagovailoa and Nick
Singleton – creating a new locker room anthem set to inspire
the next generation of athletes to achieve their goals.
"This campaign is all about the idea that 'IT' is an internal
mindset that drives you to be your best, which rings true for me,"
said Lamar Jackson, two-time MVP
and Gatorade athlete. "Becoming an official Gatorade athlete
and debuting my first campaign is surreal. I'm proud to be working
with a brand that's championing the future of football, and I'm
hyped for athletes everywhere to think about how their 'IT' can
help them lock in and be great."
About The Gatorade Portfolio
The Gatorade
Portfolio, a division of PepsiCo (NASDAQ: PEP), is a connected
performance and wellness ecosystem built to fuel all athletes and
exercisers. Bringing together Gatorade, Fast Twitch, Propel, Evolve
and Muscle Milk, the Gatorade Portfolio is the most complete
offering in the category today, with a broad range of personalized
solutions at every stage of the athlete journey. This integrated
system of brands is built on Gatorade's 59-year history of studying
athletes and is fueling the future of athletic performance and
wellness by delivering solutions across hydration, protein, energy,
and all-day nutrition to fuel consumers, no matter how or why they
sweat. For more information and a full list of product offerings,
please visit www.gatorade.com.
About PepsiCo
PepsiCo products are
enjoyed by consumers more than one billion times a day in more than
200 countries and territories around the world. PepsiCo generated
more than $91 billion in net revenue
in 2023, driven by a complementary beverage and convenient foods
portfolio that includes Lay's, Doritos, Cheetos, Gatorade,
Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including many iconic brands that generate more than $1 billion each in estimated annual retail
sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with pep+ (PepsiCo
Positive). pep+ is our strategic end-to-end transformation that
puts sustainability and human capital at the center of how we will
create value and growth by operating within planetary boundaries
and inspiring positive change for planet and people. For more
information, visit www.pepsico.com, and follow on X (Twitter),
Instagram, Facebook, and LinkedIn @PepsiCo.
Contact:
Maya Savino
maya.savino@fleishman.com
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SOURCE The Gatorade Company
