Gatorade taps Damian Lillard and Ryan Garcia to welcome athletes to its ‘All G’ portfolio
The new campaign, launching today, seeks to market Gatorade to athletes of all disciplines.
Gatorade has teamed up with the NBA’s Damian Lillard and boxing champion Ryan Garcia for a new TV spot, launching today, highlighting “rapid rehydration beverage” Gatorlyte. The new spot kicks off Gatorade’s broader “All G” campaign, which encompasses the entirety of the brand’s product portfolio and is geared towards positioning Gatorade as a brand for all athletes, no matter their sport or their workout preferences.
Created by TBWA/Chiat/Day/Los Angeles, the new spot shows Lillard and Garcia training together in a gym and culminates in the two of them going toe-to-toe in a boxing ring. The instrumental hip-hop song in the background (called “No Punches”) was produced by Lillard himself, who goes by the rap alias Dame D.O.L.L.A.
This is the inaugural ad for Gatorade’s “All G” campaign, which is designed to underscore Gatorade’s entire product portfolio and also to market the brand to athletes across all sports and disciplines. “At Gatorade, we’re committed to serving all athletes – no matter who you are or how you sweat,” says Brandi Ray, head of consumer and athlete engagement at Gatorade. “Our ‘All G’ campaign underscores that commitment as we put a spotlight on our expanded portfolio of products that provides more options for athletes to choose from based on their personal exercise needs and ingredient preferences.”
Lillard first signed an endorsement with Gatorade, a PepsiCo-owned brand, back in late 2020. This latest campaign marks the first time that Ryan Garcia has appeared in an ad for the sports drink giant. He signed his endorsement deal last year.
Gatorlyte, the product featured in the new ad, “launched last year as one of the four new innovations Gatorade has delivered over the past four years as the brand evolves with the needs and preferences of athletes,” Gatorade said in a statement. It “includes a scientifically formulated 5-electrolyte blend” designed to rehydrate athletes quickly after a hard workout.
“Gatorlyte is scientifically formulated for athletes who are looking for rapid rehydration and the [new] spot showcases the benefits of that through a high-intensity boxing session between the two star athletes,” says Ray. “Ryan Garcia and Damian Lillard make such a great pair and together showcase the variety of different athletes that benefit from Gatorlyte.”
The new TV spot, launching today, will air during both the NBA and NHL playoffs and will also be rolled out across digital and social.
The effort comes as Gatorade has encountered some stiff competition in the form of upstart brand BodyArmor. BodyArmor, today, is launching its first national campaign for its caffeinated product Edge. Coke completed its purchase of BodyArmor last year, for $5.6bn, specifically to take on category leader Gatorade.