The brand is tapping its star-studded roster
to inspire the next generation of athletes to focus on their inner
"IT" as surprising new data from Gatorade shows external pressures
are keeping Gen Z out of sports
CHICAGO, May 29, 2024
/PRNewswire/ -- Gatorade, the world's most superior sports drink,
announced the return of its iconic tagline, "Is It In You?", with
the largest campaign in the brand's history. The tagline, first
cemented into sports culture in the 1990s and early 2000s with
Michael Jordan dripping in
Gatorade-colored sweat, reintroduces the concept of "IT" – the
inner drive that fuels greatness – with a modern twist for a new
generation of athletes. The original campaign, which helped fuel
Gatorade's growth, returns as the brand maintains its strong
position leading the sports drink category.
Being an athlete looks a lot different in 2024 than it did three
decades ago, and it comes with a new set of pressures and
distractions. Ultimately, that's keeping the next generation out of
the game, according to new data from Gatorade that shows among Gen
Z athletes who stopped playing sports, 53% cited it was due to
external factors like social pressures and unrealistic
expectations. As the leading sports drink brand, Gatorade is
tapping its elite roster to help relaunch "Is It In You?" and rally
athletes everywhere to silence the noise and focus on what's
inside.
"As the brand that has been on the sidelines fueling athletes
for decades, we're committed to not only helping them stay in the
game but also celebrating their unique 'IT'," said
Gatorade Chief Brand Officer,
Anuj Bhasin. "The return of 'Is
It In You?', our biggest campaign of all time, is about
acknowledging how much the sports landscape has changed, while
reminding athletes that one thing hasn't – the inner drive that
fuels you – and that's what matters most."
"Is It In You?" makes its modern-day debut with a powerful
60-second film, "IT Hasn't Changed", to remind athletes everywhere
that it's not about hype, clout, clicks or likes – it's inner drive
that fuels greatness. The film is narrated by none other than
Michael Jordan, Gatorade's longest
standing athlete partner, and features the stories of how several
of Gatorade's roster athletes – including Josh Allen, Caitlin
Clark, Sydney McLaughlin-Levrone, Jayson Tatum, A'ja Wilson, and DJ Lagway,
Gatorade's 2023-2024 National Football Player of the Year – have
overcome their own obstacles by tapping into their personal
"IT".
"With 'Is It In You?' in the '90s, we inspired a generation,"
said Michael Jordan, Gatorade's
longest standing athlete partner, six-time NBA Champion, five-time
NBA MVP and 14-time NBA All-Star. "The return of 'Is It In
You?' is another chapter in greatness for Gatorade, a brand that
has fueled champions for decades and relentlessly serves athletes
on and off the field."
The film made its debut during the NBA Western Conference Finals
Game 4 last night, and the campaign will be unmissable throughout
the summer, including a colored sweat takeover on social media from
Gatorade's athlete roster, custom filters on Snapchat and Instagram
for consumers to recreate the iconic colored sweat images, just
like their favorite Gatorade athletes, billboards in cities across
the country, and more. Fans should make sure to follow along on
Gatorade's social media accounts in the coming weeks to see what
else the brand is dropping to celebrate the return of "Is It In
You?".
The campaign launch comes on the heels of a strong first half
for the brand. Maintaining its position as the leading sports drink
and continuing to expand the portfolio in new spaces such as
equipment, beverage enhancers, enhanced water and more – Gatorade
is the most complete portfolio of athletic solutions on the market
today.
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:
Mariela Wade
mariela.wade@fleishman.com
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SOURCE The Gatorade Company