GATORADE: MAKE THE DAYS COUNT

When Covid-19 hit and all sports came to a screeching halt, we were faced with a unique challenge: How does a brand built around the fabric of sport show up in a world without it?

We knew we had to reach our core audience in a way that struck the right tone and felt relevant to the new reality of social distancing and self-quarantine—AND, from a product perspective, find a way to utilize Muhammed Ali knowing that he was going to be featured on bottles all over the country in tandem with a now-defunct Gatorade Olympics campaign.  

MTDC was designed to speak to all the athletes facing an abrupt change in routine and the feeling of loss that comes with being unable to play the sport you love. Inspired by the Ali quote, “Don’t count the days, make the days count,” we wanted to create content that was both inspirational and provided utility to our athletes stuck at home. To create the at-home trainings, we tapped an abundance of Gatorade partners from Pro Coaches and Trainers to our Roster Athletes, resulting in an unprecedented coming together of the full Gatorade network in solidarity with athletes everywhere.

Over the course of 6 weeks, we launched 2 manifestos, produced 53 athlete utility videos, and saw a 15% increase in brand social engagement.

Senior Writer