For decades, Gatorade has fueled football athletes at every level across the globe, from community pitches to the world’s biggest stages. As Gatorade’s world-class football roster – including Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz and Tajon Buchanan – prepares to compete, the brand is launching a new global campaign, ‘Trust What’s Inside.’ The campaign, which marks the global reintroduction of Gatorade’s ‘Is It In You?’ platform as the brand aims to connect with the next generation, reminds athletes to trust what has fueled their success: the sweat, the sacrifices and the science behind Gatorade’s #1 proven electrolyte blend.The campaign launches with a hero film, featuring Gatorade’s global football roster alongside youth athletes – putting in the sweat to perfect their craft. From Pulisic’s first touch finesse to Vini Jr.’s flick over a sea of defenders and Álvarez hurdling an approaching goalkeeper without breaking stride, each moment reflects how sweat, hard work and Gatorade’s science-backed formula can take you where shortcuts can’t. The film features the track “Beto’s Horns” by CA7RIEL & Paco Amoroso, Fred Again.., and Ezra Collective, with narration from decorated football legend Clint Dempsey.
“Gatorade has been with me for my entire career – from my youth days to my biggest moments on the pitch. This campaign perfectly captures what it takes to compete at the highest level: sweat, repetition and a commitment to putting in the work. There’s no luck involved. I trust in the process, my preparation, and the brand that’s fueled me every step of the way,” Christian Pulisic, Gatorade roster athlete commented.
Gatorade also brings its multi-decade legacy of sports science expertise to the benches of the Brazil, Colombia and Canada national teams. In football, players can lose between 1 and 2 liters of fluid through sweat over a 90-minute match1 – and of all team sports studied, significant dehydration has been reported most consistently in football. This insight underpins Gatorade’s category-leading hydration science, helping translate sweat loss data into precise fueling and hydration strategies for performance. Gatorade’s product portfolio – which is scientifically designed to replace what athletes lose in sweat – is directly integrated into the training and matchday protocols of national teams across multiple continents. The Brazilian National Team recently underwent sweat testing with the Gatorade Sports Science Institute (GSSI), offering each player personalized hydration insights based on their sweat loss to help them better understand their unique performance needs.
“Gatorade has been there for footballers for decades, as they’ve poured everything they have into the beautiful game,” Mark Kirkham, Chief Marketing Officer for PepsiCo Beverages U.S. commented “As these world-class athletes prepare to compete, this campaign is a celebration of the unrelenting sweat they put in. No shortcuts, luck or cheat codes involved.”
This is just the beginning of the campaign – which will extend globally across social, digital and in-person activations in the coming months, from disruptive OOH to a limited-edition global apparel collab. Fans can follow along on Gatorade’s social channels for the latest campaign news.
1 Barnes KA, et al. (2019). Normative Data for Sweating Rate, Sweat Sodium Concentration, and Sweat Sodium Loss in Athletes: An Update and Analysis by Sport. Journal of Sports Sciences. Gatorade Sports Science Institute.