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Gatorade was making the shift from a hydration brand into a sports nutrition brand. While helping them navigate that transition we hit upon this insight:

Athletes play sports in a culture that tells them that what they put “on” their bodies (shoes, apparel, gear) drives athletic performance. The truth is that it’s what they put “in” their bodies that drives performance.

This insight helped inform the next evolution of work, including an interview with Phil Jackson about Michael Jordan’s Flu Game that inspired their new tagline “Win From Within”.

Role:Concept/ Art Direction
TBWA Chiat Day
ACD/ Art: John Figone
ACD/ Copy: Gregg Clampffer