Gatorade campaign celebrates sweat behind success

Gatorade, a brand of sports drinks owned and manufactured by PepsiCo, has launched a global football campaign titled Trust What’s Inside, marking the international relaunch of its long-running Is It In You? platform.

The initiative is designed to reinforce the brand’s positioning around hydration science and performance, while targeting the next generation of football athletes.

The campaign features a roster of global footballers including Christian Pulisic, Vinícius Júnior, Julián Álvarez, Luis Díaz, Tajon Buchanan, and Gilberto Mora, as they prepare for upcoming competitions across domestic and international football.

Campaign centres on performance and sports science

The creative platform highlights the role of sweat, preparation, and sports science in athletic performance. It builds on Gatorade’s positioning around scientifically formulated hydration products and long-term involvement in elite sport.

The campaign launches with a hero film showing both professional and youth athletes in training and match scenarios. The film is supported by music from CA7RIEL & Paco Amoroso, Fred Again.., and Ezra Collective, with narration by former footballer Clint Dempsey.

Christian Pulisic, Gatorade athlete: "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."

Focus on hydration science and athlete testing

The campaign also highlights the work of the Gatorade Sports Science Institute, which has operated for more than four decades and collaborates with national football teams including Brazil national football team, Colombia national football team, and Canada national football team.

Research cited by the institute indicates that footballers can lose between 1 and 2 litres of fluid during a 90-minute match, underscoring the importance of structured hydration strategies. The programme includes sweat testing and personalised hydration insights to support player performance.

Mark Kirkham, chief marketing officer, PepsiCo Beverages US: "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."

Global rollout planned across multiple channels

The Trust What’s Inside platform will run across digital, social, and out-of-home media, alongside in-person activations. The rollout will also include a limited-edition apparel collaboration as part of broader consumer engagement efforts.

The campaign reinforces Gatorade’s long-term strategy of linking sports performance messaging with scientific research and athlete partnerships across global football markets.

www.pepsico.com

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