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By Audrey Kemp, LA Reporter

May 11, 2023 | 3 min read

Propel’s first celebrity-led ad in two years shows off new packaging that leans into its Gatorade origins and announces new immune-supporting tablets.

Michael B Jordan, the Emmy Award-winning actor known for his roles in the 2018 film Black Panther and HBO show The Wire, is the face of a new brand campaign and identity for Propel Fitness Water.

The Gatorade spinoff brand today unveiled its first commercial with a celebrity in two years: ‘The world is your gym.’ In the ad, Jordan is first seen sitting in a chair on set. With a quick swig of Propel Fitness Water, the actor springs up from his chair and takes off running down the street, where the asphalt beneath him morphs into a treadmill and the cars lining both sides become a climbing gym.

At the same time, the spot informs viewers that Propel now features “Gatorade electrolytes,” while flashing Propel’s new packaging and logo. The new logo, which was first unveiled at the onset of the year, displays a water droplet with an orange lightning bolt at its center, creating an explicit tie between Propel and Gatorade.

“We know that having … this heritage with Gatorade is something that consumers really appreciate and love about our brand,” said Emily Boido, senior director of marketing for enhanced water brands at Gatorade. “But, not all of them know it. So, we wanted to bring this to the heart of our identity, whether it be with our packaging or how we talk to our consumers.”

What’s more, the campaign also announces the launch of Propel Immune Support tablets, which mark the brand’s first beyond-the-bottle offering in nearly a decade. Fortified with Vitamin C and zinc, the tablets are currently for sale via the Gatorade website and will hit store shelves in June. They will first come in two flavors, Orange Raspberry and Lemon Blackberry before Grape and Kiwi Strawberry offerings roll out later this summer.

According to a release, the Propel Immune Support tablets were introduced after Propel Powder reportedly tripled the beverage enhancers category in the past year.

‘The world is your gym’ was created in partnership with creative agency Goodby Silverstein & Partners and is backed by a sports-centric media buy that encompasses broadcast, digital and social. It premiers today during the NBA Playoffs, before airing during other sporting events this summer, including NBA, WNBA, NWSL and tennis with the US Open, Wimbledon and French Open.

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Creative Michael Jordan Goodby Silverstein & Partners

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