GATORADE
TO MEET THE NEEDS OF THE MODERN ATHLETE, WE HAD TO EXPAND THE “POINT OF SWEAT” BEYOND THE PLAYING FIELD.
WE HAD TO JOIN THE ATHLETE’S JOURNEY. NO MATTER WHERE IT LED.
WE HAD TO CONNECT DIGITALLY
To make athletes care about sports fuel, we need to connect with them on their turf and through methods they cared about. We needed an agile digital approach. We needed to fuel their competitive spirits, minds and bodies and be a catalyst for athletic achievement. Through personalization, music, data tracking, gaming, publisher integrations and more, much much more, we built a digital world to be everywhere the athlete was clicking, typing and engaging.
WE HAD TO EVOLVE BEYOND STICK-AND-BALL SPORTS.
The body was the new scoreboard, fitness studios the new playing field and water the new beverage of choice. The athlete lifecycle had evolved and was now training for a new game. Life. The fitness athlete was motivated by different faces and names, attracted to different product forms and consumed different types of media. This meant we needed to create new brands, products and services to fuel the fitness athlete. So that is exactly what we did.
