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By John Glenday | Reporter

November 14, 2022 | 2 min read

Gatorade is inspiring athletes of all levels to up their game in a global campaign that places Lionel Messi on a pedestal as the greatest of all time (G.O.A.T.).

The Argentine captain and Paris Saint-Germain forward takes the center spot in a global campaign touting a winning mindset as the key to attaining peak physical and mental performance.

‘The Next 90 Minutes’ sees the icon credit the sports beverage with fueling his success on the pitch, with Roberto Carlos and Robert Pires dropping in to show that success is a state of mind.

Messi, who has a long-standing relationship with the brand, shows how his pregame rituals condition his body and mind for the rigors of the game.

Robert Blythe, senior marketing director at PepsiCo, said: “Our new hero film demonstrates how Gatorade fuels the greatest athletes on their own paths to greatness at the most important moments of their career, while celebrating Messi’s world-renowned desire to win. Through ‘The Next 90 Minutes’ we want to inspire future G.O.A.T.s that preparation, dedication and facing challenges head-on is what it takes to be the best.”

Messi’s message of inspiration dovetails with a limited-edition Gatorade Gx bottle co-designed by the footballer, featuring illustrations of his life and achievements, fresh from a spot in Budweiser’s World Cup ad.

Marketing Brand Purpose Fifa World Cup

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