As football season kicks off, Gatorade is back with an innovative campaign that aims to honor both the sport’s legacy and its ongoing evolution. Titled “You Know We Got ‘It’,” this campaign looks beyond traditional football and dives into the rapidly growing world of flag football.
Teaming up with NFL stars Lamar Jackson, Justin Jefferson, and Puka Nacua, as well as world champion flag football quarterback Diana Flores, Gatorade is making it clear that the future of football is about more than just touchdowns—it’s about inclusion.
Chief Brand Officer Anuj Bhasin emphasized the brand’s commitment to supporting the next wave of trailblazing athletes, stating, “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.”
Gatorade’s Push for Sports Equity
Central to the campaign is a focus on sports equity. Gatorade’s partnership with Kristin Juszczyk, wife of 49ers fullback Kyle Juszczyk, showcases this commitment. Juszczyk, who gained attention for her game-day clothing designs, will release a limited-edition collaboration with Gatorade on September 12, featuring a collection of game-day essentials like duffle bags, towels, and bottles. This collaboration is part of a broader push by Gatorade to highlight diverse voices and styles within the sport.
The inclusivity message is driven home by the campaign’s 45-second spot, which features scenes of professional NFL players drinking Gatorade, mixed with women playing flag football. This juxtaposition of athletes not only builds excitement for the 2024 NFL season but also underscores the evolving nature of football. The energetic chant, “You know we got it,” highlights the shared passion that ties together both traditional football players and those in the rising flag football scene.
Flag football’s rise is undeniable, with the sport growing in popularity globally and set to make its Olympic debut in 2028. Gatorade is keenly aware of this momentum and has strategically aligned itself with one of the sport’s key figures, Diana Flores, who also serves on the Gatorade Women’s Advisory Board.
The addition of flag football in this campaign positions Gatorade as a forward-thinking brand, prepared to support all athletes—not just those in mainstream sports but also those leading the way in emerging categories like flag football.
Merging Heritage with Innovation: Gatorade’s Collaboration with Kristin Juszczyk
In addition to its focus on the future, Gatorade is drawing on its rich heritage with an exclusive collaboration with designer Kristin Juszczyk. Known for her stylish game-day designs, Juszczyk’s new capsule collections will combine her fashion-forward vision with Gatorade’s iconic brand. The collections, available to members of the Gatorade iD program (launched earlier this year with DJ Khaled), include items that are not only functional but also stylish for game day, such as duffle bags and towels.
This collaboration exemplifies how Gatorade continues to innovate while staying true to its roots, honoring its longstanding connection to football while appealing to modern tastes and trends.
The Evolution of the “Is It In You?” Platform
Gatorade’s “You Know We Got ‘It’” campaign is an extension of the “Is It In You?” platform that was revived earlier this year. This earlier campaign, the brand’s largest to date, aimed to relieve societal pressures on athletes, with an ad narrated by none other than Michael Jordan.
By linking “You Know We Got ‘It’” to this larger platform, Gatorade is further cementing its role as a brand that understands the unique challenges faced by today’s athletes—whether they’re chasing a touchdown on the field or a goal in life.
A Commitment to the Future of Sports
At its core, Gatorade’s new campaign is more than just an ad. It’s a celebration of how football—and sports as a whole—are evolving, becoming more inclusive, and breaking new ground. By embracing flag football, highlighting the role of women in the sport, and staying true to its legacy, Gatorade is setting itself apart as a brand that not only powers athletes but also champions equity in sports.As the new football season unfolds, “You Know We Got ‘It’” is set to be a rallying cry for athletes of all kinds—whether they’re on the field in the NFL or breaking barriers in flag football.