Dive Brief:

• Gatorade, a PepsiCo company, is gearing up for the return of football season with a new campaign that celebrates the changing sport, according to information shared with Marketing Dive.
• “You Know We Got ‘It’” is an expansive campaign that celebrates both the drink’s history with football as well as how the sport is evolving. The campaign also sees the brand partnering with three NFL players, Lamar Jackson, Justin Jefferson and Puka Nacua, as well as world champion flag football quarterback Diana Flores.
• The campaign puts a heavy emphasis on sports equity and inclusion. As part of the effort, Gatorade is partnering with Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk, who gained fame last year with her game-day clothing designs. The sports drink will release a limited-edition collaboration with the artist on Sept. 12.

Dive Insight:

Gatorade is embracing the changing nature of football ahead of the start of the 2024 NFL season. “You Know We Got ‘It’” highlights football’s history, along with its future. The push from the PepsiCo company puts a heavy focus on the emerging aspects of the sport, such as flag football and the role of women.

“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 Chief Brand Office Anuj Bhasin in a statement.

A 45-second spot for the campaign features the usual spots of professional NFL athletes drinking Gatorade, as well as a group of women playing flag football. The chant “you know we got it” calls back to the campaign’s name. Cutting back and forth between the two groups of athletes is intended to build hype for the upcoming season, while also showcasing how the sport is changing and Gatorade’s commitment to inclusivity.

The campaign’s addition of flag football comes as the sport has seen tremendous growth worldwide and will be included in the 2028 Olympic Games. New brand ambassador Flores is also a member of the Gatorade Women’s Advisory Board.

The collaboration with designer Juszczyk brings together her signature style and Gatorade’s heritage. It features two capsule collections that include game-day essentials like a duffle bag, towel and bottle. The collections will be available via the brand’s membership program, Gatorade iD, which launched in February in collaboration with DJ Khaled.

 “You Know We Got ‘It’” is an extension of the brand’s  “Is It In You?” platform that launched earlier this year with a revival of the iconic tagline. The campaign — the brand’s largest ever — worked to combat the intense societal pressures placed on the latest generation of athletes and included an ad narrated by longtime brand partner Michael Jordan.