From the mid-1980s to the mid-2000s no athlete owned brand endorsements and sports marketing more than Chicago Bulls legend Michael Jordan. Every championship ring “23” earned brought a new contract with Nike, Hanes, Upper Deck and of course, Gatorade. M.J., now 60 (wow), has held relationships with each of these brands for more than three decades.
Few campaigns have achieved the level of cultural impact as the PepsiCo brand’s iconic “Be Like Mike” campaign. Launched in the early 1990s, the initiative not only propelled Gatorade to unprecedented heights but also became a rallying cry for aspiring athletes worldwide.
Created in 1991 by Bayer Bess Vanderwartker, “Be Like Mike” served as a catalyst for inspiring athletes to push beyond their limits. The ad showcased Jordan’s relentless work ethic, his indomitable spirit, and his commitment to excellence. It communicated the message that greatness is attainable through hard work, dedication, and a relentless pursuit of one’s goals.
The campaign instilled a sense of aspiration among athletes of all ages and backgrounds, motivating them to emulate Jordan’s relentless drive and strive for greatness in their own endeavors.
So, it was only a matter of time before Gatorade would revisit the campaign that put them on the map – Be Like Mike. Now, Jordan is joined by Eminem, who uses his 2010 cut, Won’t Back Down, as a platform mixed in with the insanely memorable Jordan jingle.
Created by our friends at TBWA\Chiat\Day, the :30-second “The Way to Be Great,” serves as a bridge between the past, present and future. We see clips of sports legends in their prime segue into footage of contemporary athletes. Along with M.J., Serena Williams and Bryce Harper, appear, plus Jayson Tatum, Elena Delle Donne, Sydney McLaughlin and more.
In the same way, Michael returned to the NBA after a brief stint in baseball, Be Like Mike is back, color sweat and all. Watch below:
REELated:
“We know our brand has everything athletes need to fuel Greatness,” says Anuj Bhasin, chief brand officer at Gatorade told Muse by Clio. “We have fueled the greatest athletes of all time over the last 60 years, and ‘The Way to Be Great’ is an anthemic campaign meant to bring to life what greatness has been, and what greatness looks like in the future.”
Beyond the realm of sports, the “Be Like Mike” campaign left an indelible mark on popular culture. The phrase “Be Like Mike” quickly became a catchphrase, permeating various aspects of society. It transcended the basketball court and found its way into music, fashion, and everyday conversations. The campaign’s impact was so profound that it became synonymous with a mindset of determination and the pursuit of excellence, extending beyond athletics and into everyday life.
This isn’t the first time Be Like Mike has been resurrected. To tie in with the award-winning ESPN doc, The Last Dance, Gatorade rebooted the campaign with Zion Williamson, Elena Delle Donne and Jayson Tatum.
The work broke during Game 4 of the NBA Finals. It will also run during the league’s draft, as well as in WNBA games and during College Baseball World Series coverage.
CREDITS:
CLIENT – GATORADE
- Chief Brand Officer: Anuj Bhasin
- Head of Consumer Engagement: Brandi Ray
- Consumer Engagement Director: Oliver Schrickel
- Brand Campaign Senior Marketing Manager: Sydney Melville Brand
- Campaign Marketing Associate Manager: Alex Podges
- Gatorade Sports Marketing Director: Kyle Grote
- Gatorade Sports Marketing Senior Manager: Keri Lockett
- Gatorade Sports Marketing Senior Manager: Natalie Jones
- Gatorade Sports Marketing Manager: Rachel Condelli
- Gatorade Sports Marketing Manager: Megan Koehnemann
- Gatorade Sports Marketing Associate Manager: Connor Wudrick
- APR Cost Consultants: Sharon Groh, Sheila Flaherty
AGENCY – TBWA\CHIAT\DAY L.A.
- Executive Creative Director: Desmond Marzette
- Group Creative Director: Mark Peters
- Associate Creative Director – Art: Johnross
- Post Associate Creative Director – Copy: Max Schein
- Chief Design Officer: Bruno Regalo
- Associate Creative Director Design: Thiago Matsunaga
- Senior Project Manager: Alice Pavlisko
- Director of Content Production: Anh-Thu Le
- Sr. Producer: Alyson Buoncristiani
- Design Production Manager: Alessandra Horn
- Brand Director, Design: Monica Gelbecke
- Director of Business Affairs: Robin Rossi
- Associate BA Director: Jennifer Anaya
- Jr. BA Manager: Annabel Turrado
- Talent Payment Manager: Vanessa Contreras
- Director of Traffic Operations: Dessiah Davis
- Sr. Traffic Operations Manager: Judy Brill
- Sr. Brand Director: Robyn Morris
- Account Director: Gabriela Marino
- Management Supervisor: Audrey Sigel
- Sr. Account Executive: Javier Hernandez
- Executive Strategy Director: Scott MacMaster
- Group Strategy Director: Martin Ramos
- Associate Strategy Director: Ryan Hagen
- Strategist: Trés Jones
- Head of Connections Planning: Stephanie Ehui
- Connections Strategy Director: David Heiser
PRODUCTION – 1st Ave Machine
- Director: Sebastian Rodrigo Sanz
- Director: Hernan Aragunde
- Partner & Executive Producer: Sam Penfield
- Executive Producer: Ella Nuortila
- Head of Production: Mariajose Garica London
- Line Producer: Elizabeth Collins
POST PRODUCTION – 1st Ave Machine Bueno Aires
- Director: Diego Berakha
- Executive Producer: Sabrina Elizondo
- Post EP BA: Alejandro Sparano
- Line Producer: Michelle Wejcman
- Coordinator: Nicolas Meiorin
- Coordinator: Diego Atencio
- Coordinator: Romina Vanney
- Coordinator: Martin Camji Pfeiffer
- Editor: Mauro Caporossi
- Editor: Lucas D’alo
- Designer: Diego Berakha
- Designer: Sebastián Sarmiento
- Designer: Adolfo Correa
- Designer: Carlos Fernandez
- 2D Animation: Diego Berakha
- 2D Animation: Sebastián Sarmiento
- 2D Animation: Adolfo Correa
- 2D Animation: Carlos Fernandez
- 2D Animation: Matias Petroli
- Composition: PIMBA! VFX
- Conform: Andres Montero
- Bustamante Conform: MAWI
- VFX Supervisor: Diego Gambarotta
- VFX On Set Supervisor: Ernesto Cespedes
COLOR
Colorist: David Castañón Pesquera
SOUND DESIGN / MIX: Lime Studios
- Executive Producer: Susie Boyajan
- Mixer / Sound Design: Zac Fisher
- Assistant Mixer: Klaudia Bennett
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
