Gatorade Welcomes Next Gen Athletes To GOAT Camp With Messi, Serena, Usain, MJ
Monday, February 24, 2020 at 06:17PM By Barry Janoff
February 24, 2020: “Welcome to the GOAT Camp, where the greats go to become the Greatest of All Time, with the help of Leo Messi, Serena Williams, Usain Bolt and Michael Jordan.”
With that, Gatorade has unveiled a multi-platform global campaign, bringing together four icons of sport in what the brand said was for first time in an international Gatorade spot.
Calling it “its most striking and awe-inspiring international campaign to date,” Gatorade said the 2020 campaign “highlights the brand's ongoing commitment to support the next generation of athletes — or future GOATs.”
The effort is anchored by an extended three-minute spot, “Welcome to GOAT Camp,” in which a group of young athletes from around the globe — who have received golden ticket invitations — arrive at a faux Gatorade performance destination and training camp “where promising athletes are given the chance to learn from the best of the best.”
There, they see videos of Jordan's legendary dunks, Williams' powerful serve blasting through a concrete wall, Messi taking on an opposing team of bionic legs and the speed of Bolt, who autographs each athlete's shirt in mere seconds.
The GOAT motto: “Enter as a great. Leave as the Greatest of All Time.”
The "GOAT Camp" campaign, supported by digital, social media and consumer and athlete activation, will run in key Gatorade markets worldwide.
The extended spot will also be shown in 15-, 30- and 60-second segments.
Starring in the ad is Gisela Robledo Gil, a Colombian football player who participated in the 2019 Global Gatorade 5v5 Soccer Tournament, an annual global five-a-side soccer tournament for 14-to-16-year-olds, where she helped lead the Colombian team to victory in the women's competition.
In September 2019, Gatorade featured Gisela's inspiring story and journey to the 5v5 global finals in an original docu-series, “Cantera 5v5,” which premiered during the Tribeca TV Festival in New York.
"Gatorade is proud to help the next generation of athletes improve and maintain their performance and give them opportunities to maximize their potential and become future greats,” Mark Kirkham, vp and GM, Sports Nutrition & Juice, Global Beverages Group at PepsiCo, said via the company.
“Whether it's on the football pitch, the court, or the track, some of the greatest athletes in the world trust Gatorade — and we want to help elevate the next generation in the same way."
Back to Home Page