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PR Newswire·

GATORADE ASSERTS THERE ARE NO SHORTCUTS TO GREATNESS IN NEW 'IS IT IN YOU?' GLOBAL FOOTBALL CAMPAIGN

PEP
  • Gatorade launches a new global campaign titled 'Trust What's Inside,' reintroducing the 'Is It In You?' platform to emphasize sweat, sacrifice, and science.
  • The campaign features a world-class football roster including Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz, and Tajon Buchanan.
  • A hero film launching the campaign showcases these athletes alongside youth players, narrated by Clint Dempsey with the track 'Beto's Horns.'
  • The Gatorade Sports Science Institute (GSSI) collaborates with Brazil, Colombia, and Canada national teams to provide hydration strategies based on data showing players lose 1 to 2 liters of fluid per 90-minute match.
  • The Brazilian National Team recently underwent sweat testing with GSSI to receive personalized hydration insights for each player.
  • Global activations will span social, digital, and in-person channels, including disruptive out-of-home advertising and a limited-edition apparel collaboration.
  • Mark Kirkham, Chief Marketing Officer for PepsiCo Beverages U.S., states the campaign celebrates unrelenting effort without shortcuts or luck.
  • Gatorade, a PepsiCo division, operates in over 80 countries with more than 61 years of sports science expertise.
  • PepsiCo reported nearly $94 billion in net revenue for 2025, driven by its beverage and convenient foods portfolio.