Springtime and TBWA\Chiat\Day LA Launch the New Global Football Campaign for Gatorade

Apr. 24, 2026

For decades, Gatorade has fueled football athletes at every level across the globe, from community pitches to the world's biggest stages. As Gatorade's world-class football roster – including Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz, Christian Pulisic, and Tajon Buchanan – prepares to compete, the brand is launching a new global campaign, ‘Trust What’s Inside.’ 

The campaign, which marks the global reintroduction of Gatorade’s “Is It In You?” platform as the brand aims to connect with the next generation, reminds athletes to trust what has fueled their success: the sweat, the sacrifices and the science behind Gatorade’s #1 proven electrolyte blend.

Kicking Off with a Campaign Film

The campaign, created in collaboration between TBWA\Chiat\Day LA and Springtime, launches with a hero film, featuring Gatorade's global football roster alongside youth athletes – putting in the sweat to perfect their craft. From Pulisic's first touch finesse to Vini Jr.'s flick over a sea of defenders and Alvarez hurdling an approaching goalkeeper without breaking stride, each moment reflects how sweat, hard work and Gatorade’s science-backed formula can take you where shortcuts can’t. 

The film features the track "Beto's Horns" by CA7RIEL & Paco Amoroso, Fred Again.., and Ezra Collective, with narration from decorated football legend Clint Dempsey.

Luis Diaz, Gatorade roster athlete said:

"Where I come from, football is everything. It is how you speak, how you dream, how you show who you are. Every sacrifice I made, every session I gave everything to, was for my family, my people and for every young player who sees themselves in me. This campaign is the truth I know – that there are no shortcuts. Only the work. Only the sweat. That is the story of my career, and it is what Gatorade has always stood for."

 

Julian Alvarez, Gatorade roster athlete said:

"Every chance I get to compete is the honor of a lifetime – something I’ve worked toward my entire career, and Gatorade has been a key part of that journey. Being part of this campaign means a lot to me, because it’s recognition of the unwavering commitment to sweat and hard work that it takes to perform at the highest level."

 

Sweating the Science

Gatorade also brings its multi-decade legacy of sports science expertise to the benches of the Brazil, Colombia and Canada national teams. In football, players can lose between 1 and 2 liters of fluid through sweat over a 90-minute match1 – and of all team sports studied, significant dehydration has been reported most consistently in football. This insight underpins Gatorade’s category-leading hydration science, helping translate sweat loss data into precise fueling and hydration strategies for performance. 

Gatorade's product portfolio – The Brazilian National Team recently underwent sweat testing with the Gatorade Sports Science Institute (GSSI), offering each player personalized hydration insights based on their sweat loss to help them better understand their unique performance needs.

Eugene Willemsen, CEO, International Beverages, PepsiCo said:

"This level of detail perfectly represents a commitment by PepsiCo sports science-led innovation. Leveraging decades of research conducted by the GSSI, we’re able to provide tangible athlete support and integrate it in an authentic way to continue pushing the boundaries of sports nutrition and human performance."

 

Martín Watson, Sr Dir Functional Beverages - Latin America commented:

"Gatorade is a global brand built on a universal truth: performance comes from effort. This campaign reflects that spirit on a global scale, bringing together PepsiCo teams from the United States, Latin America, Canada, and International Beverages in truly collaborative work. Together, we created a platform that connects football’s biggest stars with athletes around the world and reinforces Gatorade’s role — and the science behind it — in sports performance globally."

 

Pato Elfi & Santiago Luna Lupo, Co-Founders & CCOs of Springtime said:

"Today, it feels like everything has to be fast, easy, and without breaking a sweat—as if there were a magic button that could make things work instantly. But it doesn’t work like that. Not in football, and not in life. That’s why we wanted this campaign to focus not on talent or success, but on celebrating the effort behind it all. On trusting what’s inside you, and on the process—long, sometimes unforgiving, but ultimately what can take you to unexpected places. After more than 20 years doing this, being able to work on a global campaign for Gatorade with our idols reflects exactly that: the result of persistence, of getting back up, and always trying again."

 

Pedro Perez, Chief Creative Officer said:

"Great creative work starts with a simple, undeniable truth. In this case: everything athletes need is built through the work they put in. With this film, we wanted to capture this truth: the sweat, the repetition, the discipline is what connects global icons to the next generation. ‘Trust What’s Inside’ brings that shared truth to life, with Gatorade at the center of what fuels it."

 

Martin Insua & Mark Peters, Group Creative Directors, TBWA\Chiat\Day LA said:

"Whether you’re a professional player or someone who plays on a neighborhood pitch, talent can be something you’re born with. But progress only comes with hard work and dedication. This is an important message for young people, who are surrounded by shortcuts and promises of instant success. So, being able to share this idea alongside some of the best players in the world was a real pleasure. And, as football fans, it’s even more special."

 

This is just the beginning of the campaign – which will extend globally across social, digital and in-person activations in the coming months, from disruptive OOH to a limited-edition global apparel collab. Fans can follow along on Gatorade’s social channels for the latest campaign news.