Gatorade launches its new campaign “Whatever Fuels You”, supported by a range of global programmes as the brand continues its mission to inspire athletes at all levels to go beyond their limits and never settle. Whether you’re the G.O.A.T of the UEFA Champions League, or the G.O.A.T on the community basketball court, Gatorade can help provide the fuel and confidence to perform at your best.
The “Whatever Fuels You” campaign launches with a new ad titled “Inner Voices” starring seven-time Ballon d’Or winner Lionel Messi, in which Gatorade shines a light on the challenge every athlete faces – from the pros to the everyday – to overcome self-doubt to ensure confidence and a powerful, positive mindset wins.
Messi will also feature in educational social content, due to launch in the coming weeks with a focus on the functional benefits of Gatorade that can help support all athletes perform at their peak**: fluids, carbohydrates and electrolytes.
On the pitch, Gatorade continues to fuel future football legends and provide equal opportunities for male and female players, offering them the chance to share their passion and talent on a global stage with the return of the Gatorade grassroots 5v5 Football Tournament. Up-and-coming football talent across South and Central America, the Caribbean and Asia have the chance to participate in the brand’s 2022 five-a-side competition for young athletes.
Off the field, Gatorade is helping to inspire and educate the next generation of female athletes, providing access to the brand’s extensive research in hydration and sports nutrition, with the launch of the ‘Skills? Sorted.’ web series in partnership with UEFA Together #WePlayStrong. The series follows Academy player Ella Furlong as she trains under the mentorship of Manchester City Women’s right back and most decorated English player of all time, Lucy Bronze. Hosted by Gatorade’s Sport Science Institute scientist Dr. Rebecca Randell, the ‘Skills? Sorted.’ series shares the brand’s extensive research and provides access to expert advice. It educates and guides aspiring amateur female football players through a variety of topical themes, including fuel, hydration, recovery and menstruation. UEFA’s ‘Skills? Sorted.’ is a four-part series with episodes dropping weekly on #WePlayStrong.
“Gatorade is a brand deeply rooted in sport – fueling the iconic athletes to the everyday players. No matter your level, to be the best, it’s about showing up with grit and determination,” commented Mark Kirkham, VP and GM, Sports, Energy & Juice, Global Beverages at PepsiCo. “From creative content that inspires the confidence to achieve greatness, to grassroots programmes and championing women talent, Gatorade supports all athletes’ journeys, fueling every step.”
