As the NFL gears up for another exciting season, Gatorade is once again at the forefront of change, using its platform to spotlight the evolving game of football.
In its new “You Know We Got ‘IT'” campaign, Gatorade is highlighting trailblazing athletes on and off the field, including Baltimore Ravens quarterback Lamar Jackson, Minnesota Vikings wide receiver Justin Jefferson, Los Angeles Rams receiver Puka Nacua, and world champion flag football quarterback Diana Flores, who becomes the first flag football athlete to join Gatorade’s elite roster.
Gatorade’s Chief Brand Officer, Anuj Bhasin, shared, “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.”
Launching alongside the NFL season opener on September 5, Gatorade’s “You Know We Got ‘IT’” campaign brings back the brand’s iconic “Is It In You?” tagline. Narrated by Jackson, the film features athletes like Josh Allen, Justin Jefferson, Myles Garrett, Shedeur Sanders, and more, creating a locker room anthem that inspires athletes to tap into their inner greatness. Watch below:
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“This campaign is all about the idea that ‘IT’ is an internal mindset that drives you to be your best,” noted Lamar Jackson. “I’m proud to be part of a brand that’s pushing the future of football.”
Fashion and Football: Gatorade x Kristin Juszczyk Capsule
This year, Gatorade also teams up with designer Kristin Juszczyk for a limited-edition drop that merges fashion and sports. The Gatorade x Kristin Juszczyk collection includes essentials like custom duffle bags, Gx bottles, and sideline towels. The capsules will be available through Gatorade iD starting September 12, celebrating the inclusivity and ever-evolving nature of football.
“Growing up, I always had a Gatorade in my hand,” said Juszczyk. “This collection marries fashion and sports, two of my passions, and celebrates inclusivity in the game.”
Supporting Female Athletes Through the Equity in Sports Initiative
As part of its Equity in Sports initiative, Gatorade has committed more than $600,000 to providing access to sports for young athletes, focusing on female athletes in flag football.
In collaboration with The DICK’S Foundation’s Sports Matter program, Gatorade will contribute a portion of proceeds from sales at Dick’s Sporting Goods to further support flag football organizations nationwide.
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