As the 2024 NFL season approaches, Gatorade has bolstered its roster of athlete endorsements, unveiling Baltimore Ravens quarterback Lamar Jackson. The newest ambassadors are Justin Jefferson, a Vikings wide receiver, and Puka Nacua, a Rams wide receiver. Diana Flores, Gatorade’s first flag football athlete, is Joining these NFL stars, signaling the brand’s commitment to expanding its influence across traditional and emerging sports.

 

 

View this post on Instagram

 

A post shared by PlayersTV (@playerstv)

The announcement, made on Wednesday, also coincided with the release of Gatorade’s new football campaign, titled ‘You Know We Got IT.’

The TV spot features Jackson, Jefferson, Nacua, and Flores. The campaign celebrates athletes’ unique internal drive, called “IT.”

The campaign will feature a film narrated by Jackson that demonstrates how the internal ‘IT’ drives athletes’ pursuit of greatness and builds upon Gatorade’s iconic tagline, ‘Is It In You?’

“Gatorade was born on the football field, and we’re proud to continue fueling the next generation of trailblazers who are charting an exciting and inclusive future for the sport,” said Anuj Bhasin, Chief Brand Officer at Gatorade. “We know that every athlete has it in them to achieve greatness, and as a leading sports brand, we want to help inspire all athletes to believe that they have ‘IT’.”

Lamar Jackson’s Role in the Campaign

After winning his second NFL MVP award in 2023, Lamar Jackson is the focal point of Gatorade’s latest effort. Jackson threw for a career-high 3,678 yards with 24 touchdowns and added 821 rushing yards with five touchdowns, helping lead the Ravens to the best record in the league. His leadership on and off the field aligns perfectly with Gatorade’s campaign message.

“This campaign is all about the idea that ‘IT’ is an internal mindset that drives you to be your best, which rings true for me,” said Lamar Jackson, two-time MVP and Gatorade athlete. “Becoming an official Gatorade athlete and debuting my first campaign is surreal. I’m proud to be working with a brand that’s championing the future of football, and I’m hyped for athletes everywhere to think about how their ‘IT’ can help them lock in and be great.”

Justin Jefferson’s Continued Success

Even though he suffered injuries in 2023, Justin Jefferson remains a force in the league. The Vikings receiver ended his short season with over 1,000 receiving yards, sustaining his historic NFL pace. His career receiving yards of 5,899 over four seasons is the most by a player in his first four years, making him one of the game’s leading talents. The Gatorade family is complete with Jefferson because of his relentless work ethic and determination.

Puka Nacua: A Breakout Star

Puka Nacua’s first year playing for the Los Angeles Rams was extraordinary. His NFL rookie record of 105 receptions and 1,486 receiving yards led him to earn Pro Bowl honors and a second-team All-Pro nod. Gatorade views Nacua as a rising star in football because of his ability to make an immediate impact in the NFL. His inclusion in the campaign showcases the brand’s dedication to highlighting athletes who demonstrate ‘IT’ in every aspect of their game.

Diana Flores: Gatorade’s Flag Football Pioneer

Diana Flores, the quarterback of Mexico’s national flag football team, became the first woman to win a gold medal at the 2022 World Games. Her leadership abilities earned her recognition as an NFL ambassador, and she served as an offensive coordinator for the 2023 Pro Bowl Games. As Gatorade’s first flag football player, Flores represents the future of football and exemplifies the values the brand seeks to promote.

Campaign Collaboration and Flag Football Investment

Gatorade has partnered with celebrity fashion designer Kristin Juszczyk to create a limited-edition drop available through Gatorade iD starting September 12. Juszczyk, known for her custom gameday looks, creates an exclusive collection that blends sports and fashion with a unique flair.

“Growing up, I always had a Gatorade in my hand, so to now be collaborating with the brand on a Gatorade iD Drop is incredible,” said fashion designer Kristin Juszczyk. “This collection marries the worlds of fashion and sports – both of which are so meaningful to my own life, being a designer and a fan. I’m proud that this collaboration celebrates inclusivity in sport and hope it inspires even more people to get in the game.”

Through its Equity in Sport initiative, Gatorade is investing $100,000 in the future of women’s sports. The funds will be used to provide young female athletes with greater access to flag football, carrying out Gatorade’s mission of creating opportunities and leveling the playing field for underrepresented athletes.