GATORADE | YOU KNOW WE GOT IT

To kick off the 2024 NFL season, Gatorade reentered the sport’s most competitive advertising moment with “You Know We Got ’IT,” a campaign designed to reignite the brand’s cultural energy and expand who sees themselves reflected in football. Building on Gatorade’s legacy as the official sports drink of the NFL, the work moved beyond performance claims to celebrate the inner drive that fuels all athletes—professional, amateur, and everywhere in between.

The 45-second launch spot, heroes by Lamar Jackson, juxtaposes elite NFL players with women playing flag football, signaling a modern, more inclusive vision of the sport while reinforcing Gatorade’s role as fuel for anyone who brings intensity, passion, and purpose to the game. The result is a campaign that honors Gatorade’s deep roots in football culture while pushing the brand forward—reasserting its relevance, broadening its audience, and reminding the world that “IT” lives inside every athlete.