Gatorade Revives Iconic “Is It In You?” Tagline in Largest Campaign Ever
By DaMarko Webster
Gatorade, the world’s premier sports drink, has announced the return of its iconic tagline, “Is It In You?”, through the largest campaign in the brand’s history. This tagline, which became entrenched in sports culture in the 1990s and early 2000s with memorable images of Michael Jordan sweating in Gatorade colors, reintroduces the concept of “IT” – the inner drive that fuels greatness – with a contemporary twist for a new generation of athletes. The original campaign was pivotal in Gatorade’s growth, and its return reaffirms the brand’s leadership in the sports drink category.
In 2024, the landscape for athletes has changed dramatically, bringing new pressures and distractions. According to recent Gatorade data, 53% of Gen Z athletes who stopped playing sports did so due to external factors like social pressures and unrealistic expectations. As the leading sports drink brand, Gatorade is leveraging its elite roster to relaunch “Is It In You?” and encourage athletes to block out the noise and focus on their inner drive.
“As the brand that has been on the sidelines fueling athletes for decades, we’re committed to not only helping them stay in the game but also celebrating their unique ‘IT’,” said Anuj Bhasin, Gatorade Chief Brand Officer. “The return of ‘Is It In You?’, our biggest campaign ever, acknowledges the evolving sports landscape while reminding athletes that the inner drive that fuels them is what truly matters.”
The modern-day debut of “Is It In You?” features a powerful 60-second film titled “IT Hasn’t Changed”, which emphasizes that greatness is driven by inner motivation, not external validation. Narrated by Michael Jordan, Gatorade’s longest-standing athlete partner, the film highlights the stories of several athletes from Gatorade’s roster – including Josh Allen, Caitlin Clark, Sydney McLaughlin-Levrone, Jayson Tatum, A’ja Wilson, and DJ Lagway – showcasing how they have overcome obstacles by tapping into their personal “IT”.
“With ‘Is It In You?’ in the ’90s, we inspired a generation,” said Michael Jordan, six-time NBA Champion, five-time NBA MVP, and 14-time NBA All-Star. “The return of ‘Is It In You?’ marks another chapter of greatness for Gatorade, a brand that has fueled champions for decades and continues to serve athletes on and off the field.”
The film premiered during the NBA Western Conference Finals Game 4 and will be a prominent feature throughout the summer. The campaign will include a colored sweat takeover on social media by Gatorade’s athletes, custom filters on Snapchat and Instagram for fans to recreate the iconic colored sweat images, billboards nationwide, and more. Fans can follow Gatorade’s social media accounts to stay updated on the campaign’s ongoing initiatives.
This campaign launch follows a strong first half of the year for Gatorade, which continues to dominate the sports drink market and expand its portfolio into new areas such as equipment, beverage enhancers, and enhanced water. Gatorade remains the most comprehensive portfolio of athletic solutions available today.
