Wednesday
Jul082009

Gatorade Puts Its Best Salesman, Michael Jordan, Back To Work

July 8, 2009: Gatorade is spotlighting Michael Jordan in a campaign that celebrates his life and career and ties into Jordan's induction into the Naismith Memorial Basketball Hall of Fame this September. Creative is anchored by a TV spot that features six limited-edition SKUs which each honor a different era in Jordan's basketball career. The spot will be filmed in Chicago to air later this summer. Support includes print and online. The Limited Edition Jordan Series is on sale at grocery, convenience and specialty stores now until supplies last, according to Gatorade, which is a division of PepsiCo.

Gatorade also has created a montage of ads that plays out to the iconic “Be Like Mike” song and includes footage from many of the more than 30 spots Jordan has done for the brand, such as “Michael vs. Mia” with soccer legend Mia Hamm; “23 vs. 39” that shows Jordan in 2003 playing and mentoring himself when he was 23; a spot with Peyton Manning; "I Want the Ball," a spot that coincided with Jordan's short-lived baseball career; and scenes from the most recent "G" campaign. Separately, Gatorade is expected to air as many as three spots on Fox during the MLB All-Star Game on July 14.


“From its role fueling Michael Jordan on the court to the unforgettable ‘Be Like Mike’ ad campaign, Gatorade was as much a part of Michael’s game as his explosive leaps or his trademark fade-away,” Sarah Robb O'Hagan, CMO for Gatorade, said in a statement. “Michael’s Hall of Fame induction is the latest ‘G’ moment in a career filled with them, and fans will certainly want to have a piece of history by collecting all six of these commemorative bottles.”

The Hall of Fame class of 2009 also includes David Robinson, Jerry Sloan, John Stockton and C. Vivian Stringer. Back to Home Page