Gatorade used the 2022 NBA All-Star Weekend to debut a new multi-channel campaign promoting its ‘Fuel Tomorrow’ initiative which focuses on youngsters and aims to get them engaged with and participating in sport by lowering barriers to entry.
The project will see Gatorade team up with its athlete ambassador stable to not only raise awareness of the importance of sport and play, but to provide money and other support (such as expert backing and equipment) for accessible and inclusive sporting programmes to help youngsters reap the benefits and realise their potential.
Gatorade’ s ‘Fuel Tomorrow’ programme will run through the next five years and give money ( $10m) and support to a diverse range of youth focused, sport-related community organisations (particularly for Gen Z and Generation Alpha): including Athlete Ally (which aims to end homophobia and transphobia in sports), Honest Game Foundation (which prepares students to meet NCAA requirements), plus Good Sports, Laureus USA, the Women’s Sports Foundation, plus Walmart and sports retailer DICK’S.
The scheme will see Gatorade tap into their grassroots networks and expertise to co-develop measures and actions that advance equity in sports.
The creative campaign, which was developed with agency TBWA\Chiat\Day and directed by Wesley Walker of Tool of North America, aims to drive awareness and momentum behind the initiative.
The work, which was the PepsiCo-owned brand’s first major marketing push new Chief Marketing Officer CMO Kalen Thornton, sought to target the younger generation by leveraging attention around the NBA All-Star Game through an integrated set of content running across including TV, streaming and digital.
The campaign was spearheaded by a hero ‘The Moment Possibilities Are Born’ spot which dropped online on 16 February and debuted on-air during Friday 18 February’s Rising Stars Challenge. It featured voiceovers from Chicago Sky super star Candace Parker and Portland Trailblazers’ Damian Lillard alongside youth basketballer Isabella Escribano and was set to Kanye West’s ‘Praise God’.
The creative assets all seek to drive viewers to an online hub to learn more about how the sports drink is helping millions get into sports at https://www.gatorade.com/community.
The ads and creative are supported by on-the-ground efforts in All-Star Weekend host city Cleveland to support the local community.
The love of sport can manifest itself in ways you’d never imagine. @GlenInfante used his imagination to inspire those who’ll come after him and we’re proud to partner with him to #FuelTomorrow ⚡ pic.twitter.com/9c4g8Q4pRn
— Gatorade (@Gatorade) February 20, 2022
“Playing sports can improve an athlete’s chances of succeeding in school [and] going to college, and provide other long-term benefits such as lower levels of depression, higher self-esteem and more productivity at work,” said Gatorade CMO Kalen Thornton who is keen to champion that the benefits of sport go far beyond physical health. “Yet, there are significant barriers that prevent many kids, especially girls, those from low-income backgrounds and Black, Brown and LGBTQ+ youth, from playing sports.”
“At Gatorade, we understand the power sport has to change lives, and while we have a long-standing history of serving athlete communities, our ambition is to do more to create positive change,” added Brett O’Brien, Gatorade Senior Vice President and General Manager. “The inequities preventing kids from playing sports need to be addressed, and as the leader in sports fuel, it’s our responsibility to invest our voice and resources in ways that will create lasting impact.”
“As a female athlete, I’ve faced many barriers over the years both on and off the court, which is why I love working with brands who are driving positive change for the next generation,” commented multiple WNBA and WNBA MVP Candace Parker. “While we’ve come a long way, there’s more work to be done and, as a mom, I’m looking forward to working together with Gatorade to build a better future for all athletes.”
Comment
‘Fuel Tomorrow’ was built on the belief that /evidence for sport and exercise being able to open the door to a wide range of physical, psychological, cognitive, emotional, social and professional benefits.
But brand research also found that participation is on the decline and that many young athletes, especially those belonging to historically marginalised groups, are often unable to access athletic programs so Gatorade aims to change that.
It is the latest in a wave of recent initiatives from Gatorade to empower young athletes and make the athletic community as a whole more equitable and inclusive.
Indeed, since 2017, Gatorade has donated more than $3m to organizations whose missions are to keep athletes in the game.
The initiative also dovetails with Gatorade’s 2021 work with its Women’s Advisory Board to tackle specific barriers female athletes face: which includes a partnership with Angel City FC which allocates 10% of its revenue to keeping girls in sports and a Super Bowl LVI partnership with Laureus USA at which the drinks brand announced it will pay facility fees until 2024 for the Woodcraft Rangers (a social-impact organization in Los Angeles, to ensure local youth have access to play sports).
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