Fuelling Sport For The Iconic And Everyday Athletes, Gatorade® Launches 'Whatever Fuels You' Campaign


NEW YORK, March 29, 2022 /PRNewswire/ -- Gatorade®, the world's number one sports drink*, launches its new campaign "Whatever Fuels You", supported by a range of global programmes as the brand continues its mission to inspire athletes at all levels to go beyond their limits and never settle. Whether you're the G.O.A.T of the UEFA Champions League, or the G.O.A.T on the community basketball court, Gatorade can help provide the fuel and confidence to perform at your best.

Lionel Messi stars in Gatorade’s new global campaign, ‘Whatever Fuels You’.

The "Whatever Fuels You'' campaign launches with a new ad titled "Inner Voices" starring seven-time Ballon d'Or winner Lionel Messi, in which Gatorade shines a light on the challenge every athlete faces – from the pros to the everyday – to overcome self-doubt to ensure confidence and a powerful, positive mindset wins.

Messi will also feature in educational social content, due to launch in the coming weeks with a focus on the functional benefits of Gatorade that can help support all athletes perform at their peak**: fluids, carbohydrates and electrolytes.

On the pitch, Gatorade continues to fuel future football legends and provide equal opportunities for male and female players, offering them the chance to share their passion and talent on a global stage with the return of the Gatorade grassroots 5v5 Football Tournament. Up-and-coming football talent across South and Central America, the Caribbean and Asia have the chance to participate in the brand's 2022 five-a-side competition for young athletes.

Off the field, Gatorade is helping to inspire and educate the next generation of female athletes, providing access to the brand's extensive research in hydration and sports nutrition, with the launch of the 'Skills? Sorted.' web series in partnership with UEFA Together #WePlayStrong. The series follows Academy player Ella Furlong as she trains under the mentorship of Manchester City Women's right back and most decorated English player of all time, Lucy Bronze. Hosted by Gatorade's Sport Science Institute scientist Dr. Rebecca Randell, the 'Skills? Sorted.' series shares the brand's extensive research and provides access to expert advice. It educates and guides aspiring amateur female football players through a variety of topical themes, including fuel, hydration, recovery and menstruation. UEFA's 'Skills? Sorted.' is a four-part series with episodes dropping weekly on #WePlayStrong

"Gatorade is a brand deeply rooted in sport – fueling the iconic athletes to the everyday players. No matter your level, to be the best, it's about showing up with grit and determination," commented Mark Kirkham, VP and GM, Sports, Energy & Juice, Global Beverages at PepsiCo. "From creative content that inspires the confidence to achieve greatness, to grassroots programmes and championing women talent, Gatorade supports all athletes' journeys, fueling every step."

Notes to Editors
* Source Euromonitor International Limited; Soft Drinks 2022 edition: % brand share, off-trade volume & value rsp terms, 2021 data.
**Carbohydrate-electrolyte solutions contribute to the maintenance of endurance performance during prolonged endurance exercise and enhance the absorption of water during physical exercise. Drink during exercise as part of a varied and balanced diet and a healthy lifestyle.

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About Gatorade
The Gatorade Company, a division of PepsiCo, provides sports performance innovations designed to meet the needs of athletes at all competitive levels and across a broad range of sports. Backed by more than a 50-year history of studying the best athletes in the world and grounded in years of hydration and sports nutrition research at the Gatorade Sports Science Institute, Gatorade provides scientifically formulated products to meet the sports fuelling needs of athletes in all phases of athletic activity. For more information and a full list of products, please visit www.gatorade.com.

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. 

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com

About GSSI
Founded in 1985, the mission of The Gatorade Sports Science Institute (GSSI) has always been to help athletes optimise their health and performance through research and education in hydration and sports nutrition. Gatorade is focused on meaningful, science-based innovations that help improve athletic performance. As the creator of the sports drink, science is at the foundation of the brand and a key driver of long-term strategy, which is focused on the belief that athletic performance is driven from the inside out.

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