A new league of football players is joining Gatorade for its latest campaign, “You Know We Got IT.” The sports beverage maker is ushering in a new era of football, spotlighting inclusivity and emerging talent. Gatorade is also expanding its elite athlete roster, adding NFL stars Lamar Jackson, Puka Nacua, and Justin Jefferson, alongside Diana Flores, the first female flag football player to join the brand. Launching alongside the NFL season opener, Gatorade’s campaign film, narrated by Lamar Jackson, reminds athletes that success comes from within.
“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.’”
Diana Flores, a world champion quarterback and captain of the Mexican National flag football team and a member of Gatorade’s Women’s Advisory Board, brings a unique perspective to the roster. Her inclusion highlights the growing significance of flag football, particularly as it gains prominence among women athletes.
In line with its focus on inclusivity, Gatorade’s Equity in Sports initiative will invest more than $600,000 to increase access to sports for young athletes, especially females, in flag football. Part of the proceeds from Gatorade items sold at Dick’s Sporting Goods will contribute up to $500,000 to DICK’S Foundation’s Sports Matter program.
Beyond athlete endorsements, Gatorade is also teaming up with fashion designer Kristin Juszczyk for a limited-edition collection celebrating inclusivity in football. Juszczyk’s collection, featuring the custom Gatorade x Kristin Juszczyk Bottle Capsule and other items like duffle bags, towels, and bottles, merges sports and fashion, paying homage to Gatorade’s legacy of fueling athletes since 1965. The collection is available exclusively on Gatorade’s website.
Watch Gatorade’s YouTube promotional video of the “You Know We Got IT” campaign.
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