New Gatorade Sports Campaign ‘Fuels Tomorrow’

PepsiCo’s Gatorade has introduced a multi-year initiative to advocate for equal opportunities and inclusivity in sports in February. The beverage brand’s “Fuel Tomorrow” focuses on three key areas: resourcing community programs, training coaches to be more inclusive and providing access to sports facilities, equipment and transportation.

To drive momentum behind the initiative, Gatorade debuted a creative campaign, which the company described in a recent news release as “a manifestation of the brand's vision for a world where everyone has access to sport.” The campaign spans a hero film and integrated marketing and media efforts across TV, digital and social media platforms. The film, which features basketball superstars Candace Parker and Damian Lillard alongside basketball prodigy Izzy Escribano, debuted during the National Basketball Association’s 2022 All-Star Game weekend with “on-the-ground efforts” to support the local Cleveland community. A dedicated microsite also supports the program.

Fuel Tomorrow aims to have a real-world impact through collaborations with social-impact organizations that activate the program across longstanding brand programs, according to the release. Gatorade has teamed up with with national organizations, including Athlete Ally, Good Sports, Honest Game Foundation, Laureus USA and the Women's Sports Foundation.

The multi-year initiative also includes an initial $10 million investment in these organizations and more to advance their work. The brand is also developing community partnerships with The Dick’s Sporting Goods Foundation as well as Walmart and other key retailers. 

In addition, starting this year, Gatorade will implement diversity, equity and inclusion trainings and educational resources across its programming with athletic trainers, coaches and registered dietitians.