A late March ‘Whatever Fuels You’ campaign from Gatorade starring Lionel Messi aims to inspire athletes around the world to push themselves a little further with both advertising and a range of global programmes aimed at inspire all athletes at all levels, particularly youngsters, to go beyond their limits and never to settle.
The campaign seeks to shine a spotlight on the challenges athletes face overcoming self-doubt and help them compete with confidence.
The idea is that whether, like the Argentine star, you’re the G.O.A.T of world football, or whether you are the G.O.A.T of you’re your local community basketball court, Gatorade can help provide the fuel and confidence to perform at your best.
‘Whatever Fuels You’ launched with a hero commercial, titled ‘Inner Voices’, led by Messi. It showcases the challenges all athletes face – from the elite professionals to grassroots players – when trying to overcome self-doubt and drive home a message that a powerful, positive mindset wins.
Seven-time Ballon d’Or winner and current Paris Saint-Germain forward Messi also fronts a set of supporting educational social videos which are rolling out through the Spring and which focus on the functional benefits of Gatorade – including fluids, carbohydrates and electrolytes – which can help support all athletes perform at their peak.
Plus, on the pitch, Gatorade continues to provide equal opportunities for all players as it brings back a new season of its ongoing ‘Gatorade Grassroots 5v5 Football Tournament’. This brand-backed competition, which began back in 2019, sees up-and-coming young football talent across South and Central America, the Caribbean and Asia offered a chance to play.
Another strand sees Gatorade seeks to inspire and educate the next generation of female athletes – inspired by the brand’s recent research in women, hydration and sports nutrition – through a four-part web series called ‘Skills? Sorted’ run in partnership with UEFA’s global ‘Together #WePlayStrong’ brand platform.
The series, which drops an episode each week, follows academy player Ella Furlong training under the mentorship of Manchester City FC Women’s full back Lucy Bronze and is hosted by Gatorade’s Sport Science Institute scientist Dr Rebecca Randell.
The ‘Skills? Sorted’ series some of the key findings from the brand’s research and links it to expert advice: educating guiding young female amateur players through a variety of themes ranging from fuel and hydration, to 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 – fuelling the iconic athletes to the everyday players,” said VP and GM Of Sports, Energy & Juice at PepsiCo Mark Kirkham. “No matter your level, to be the best, it’s about showing up with grit and determination. 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.”
Comment
Gatorade is a brand that has been deeply rooted in sport since it first launched back in 1965 and this latest wave of work follows on from its previous global campaigns including 2022’s ‘Fuel Tomorrow’ and 2021’s ‘Greatness Starts With A G’.
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