March Madness commercials may not quite rival the Super Bowl in spectacle, but Gatorade just proved they can still pack a serious punch. In its new NCAA Tournament campaign, the legendary sports drink brand assembles a dream team of college basketball stars—Cooper Flagg, JuJu Watkins, and Paige Bueckers—for a gritty, inspiring ad from TBWA\Chiat\Day called “The Take.”
The spot kicks off with USC standout JuJu Watkins wiping her face with a Gatorade towel. Her voiceover sets the tone: “I can talk about what I gave to be here… my work, my sweat, my talent.” Then comes Duke’s Cooper Flagg, who flips the narrative: “What about everything I took?”
Finally, UConn’s Paige Bueckers adds, “I took their stomping, their yelling, their noise, takes, time, comments. Their love. I took everything from them. And now when I’m out there… all I hear is ball.” It’s a powerful moment, and a reminder of how these athletes tune out the hype—and hate—to rise to the occasion. Watch below:
Why You Might’ve Noticed Some Missing Logos
While Flagg’s Duke jersey is proudly shown, Watkins’ and Bueckers’ team logos are blurred or cut from the frame. Why? Likely a brand battle. USC and UConn are Powerade schools, not Gatorade—so licensing limits who gets the spotlight. Still, the trio’s presence is undeniable.
The Stars Behind the Spot
All three players are signed to Gatorade deals and are some of the biggest names in college hoops—and in the NIL (Name, Image, Likeness) game.
- Cooper Flagg, Duke’s 6’9″ freshman phenom and projected No. 1 NBA Draft pick, has an NIL valuation of $4.8 million. He’s already signed with Gatorade, Fanatics, and New Balance—before even playing an NCAA tournament game.
- JuJu Watkins ranks ninth among female athletes in NIL earnings, with an estimated $765,000 in deals. She’s partnered with Nike, State Farm, AT&T, United Airlines, and Fanatics. Gatorade is also launching a limited-edition squeeze bottle inspired by her motto: “Without struggle, there is no progress.”
- Paige Bueckers, one of the most recognizable names in women’s college basketball, is estimated to be making $1.4 million through NIL deals. She’s Gatorade’s first NIL athlete and has worked with CeraVe, Madison Reed, Topps, and Nike. As she put it: “Gatorade has fueled me throughout the highs and lows of my college career.”
A Message Bigger Than Basketball
“The Take” isn’t just another feel-good sports commercial. It’s a celebration of grit, resilience, and the emotional weight these athletes carry. The Gatorade spot reminds us that for every highlight reel dunk or buzzer-beating three, there’s a grind we don’t see—the sacrifice, the noise, and the pressure they have to take.
And while Gatorade keeps fueling athletes on the court, it’s clear they’re also raising the bar when it comes to storytelling.
Catch “The Take” airing during the NCAA Tournament and across social and digital platforms. And if you’re thirsty for more, keep an eye out for that special edition JuJu bottle—because staying hydrated never looked so inspiring.
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