For decades, Gatorade has fueled football athletes at every level across the globe, from community pitches to the world’s biggest stages. As Gatorade’s world-class football roster – including Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz, Christian Pulisic, and Tajon Buchanan – prepares to compete, the brand is launching a new global campaign, ‘Trust What’s Inside.’
The campaign, which marks the global reintroduction of Gatorade’s “Is It In You?” platform as the brand aims to connect with the next generation, reminds athletes to trust what has fueled their success: the sweat, the sacrifices and the science behind Gatorade’s #1 proven electrolyte blend.
Kicking off with a campaign film
The campaign, created in collaboration between TBWA\Chiat\Day LA and Springtime, launches with a hero film, featuring Gatorade’s global football roster alongside youth athletes – putting in the sweat to perfect their craft. From Pulisic’s first touch finesse to Vini Jr.’s flick over a sea of defenders and Álvarez hurdling an approaching goalkeeper without breaking stride, each moment reflects how sweat, hard work and Gatorade’s science-backed formula can take you where shortcuts can’t.
The film features the track “Beto’s Horns” by CA7RIEL & Paco Amoroso, Fred Again.., and Ezra Collective, with narration from decorated football legend Clint Dempsey.
“Where I come from, football is everything. It is how you speak, how you dream, how you show who you are. Every sacrifice I made, every session I gave everything to, was for my family, my people and for every young player who sees themselves in me. This campaign is the truth I know – that there are no shortcuts. Only the work. Only the sweat. That is the story of my career, and it is what Gatorade has always stood for.” said Luis Diaz, Gatorade roster athlete.
“Every chance I get to compete is the honor of a lifetime – something I’ve worked toward my entire career, and Gatorade has been a key part of that journey. Being part of this campaign means a lot to me, because it’s recognition of the unwavering commitment to sweat and hard work that it takes to perform at the highest level,” said Julián Álvarez, Gatorade roster athlete.
Sweating the science
Gatorade also brings its multi-decade legacy of sports science expertise to the benches of the Brazil, Colombia and Canada national teams. In football, players can lose between 1 and 2 liters of fluid through sweat over a 90-minute match1 – and of all team sports studied, significant dehydration has been reported most consistently in football. This insight underpins Gatorade’s category-leading hydration science, helping translate sweat loss data into precise fueling and hydration strategies for performance.
Gatorade’s product portfolio – The Brazilian National Team recently underwent sweat testing with the Gatorade Sports Science Institute (GSSI), offering each player personalized hydration insights based on their sweat loss to help them better understand their unique performance needs.
“This level of detail perfectly represents a commitment by PepsiCo sports science-led innovation. Leveraging decades of research conducted by the GSSI, we’re able to provide tangible athlete support and integrate it in an authentic way to continue pushing the boundaries of sports nutrition and human performance.” commented Eugene Willemsen, CEO, International Beverages, PepsiCo.
“Gatorade is a global brand built on a universal truth: performance comes from effort. This campaign reflects that spirit on a global scale, bringing together PepsiCo teams from the United States, Latin America, Canada, and International Beverages in truly collaborative work. Together, we created a platform that connects football’s biggest stars with athletes around the world and reinforces Gatorade’s role — and the science behind it — in sports performance globally.” commented Martín Watson, Sr Dir Functional Beverages – Latin America.
“Today, it feels like everything has to be fast, easy, and without breaking a sweat—as if there were a magic button that could make things work instantly. But it doesn’t work like that. Not in football, and not in life. That’s why we wanted this campaign to focus not on talent or success, but on celebrating the effort behind it all. On trusting what’s inside you, and on the process—long, sometimes unforgiving, but ultimately what can take you to unexpected places. After more than 20 years doing this, being able to work on a global campaign for Gatorade with our idols reflects exactly that: the result of persistence, of getting back up, and always trying again” said Pato Elfi & Santiago Luna Lupo, Co-Founders & CCOs of Springtime.
“Great creative work starts with a simple, undeniable truth. In this case: everything athletes need is built through the work they put in. With this film, we wanted to capture this truth: the sweat, the repetition, the discipline is what connects global icons to the next generation. ‘Trust What’s Inside’ brings that shared truth to life, with Gatorade at the center of what fuels it” said Pedro Perez, Chief Creative Officer.
“Whether you’re a professional player or someone who plays on a neighborhood pitch, talent can be something you’re born with. But progress only comes with hard work and dedication. This is an important message for young people, who are surrounded by shortcuts and promises of instant success. So, being able to share this idea alongside some of the best players in the world was a real pleasure. And, as football fans, it’s even more special.” commented Martin Insua & Mark Peters, Group Creative Directors, TBWA\Chiat\Day LA
This is just the beginning of the campaign – which will extend globally across social, digital and in-person activations in the coming months, from disruptive OOH to a limited-edition global apparel collab. Fans can follow along on Gatorade’s social channels for the latest campaign news.
CREDITS
Campaign: Trust What’s Inside (2026 BSE)
Client: PepsiCo Inc.
Brand: Gatorade
Spot Name: Trust What’s Inside
Air Date: April 23, 2026
Agency: TBWA\Chiat\Day LA & Springtime
Client
Senior VP Of Marketing US: Anuj Bhasin
Senior Director Marketing US: Emily Boido
Marketing Director US: Adam Jackson
Senior Marketing Manager US: Patrick Whelan
Senior VP Of Marketing IB: Vishal Kaul
VP Of Marketing IB: Umi Patel
Senior Director Marketing IB: Naseeb Puri
VP Of Marketing IB LATAM: Eric Melis
Senior Director Functional Beverages IB LATAM: Martin Watson
Marketing Director IB LATAM: Gonzalo Chigó
Regional Marketing IB Manager LATAM: Alvaro Ascenzo
Sports Marketing Manager IB LATAM: Mariana Gomes
Senior Marketing Manager Canada: Kush Gandhi
Marketing Director IB: Rob Pawson
Marketing Director IB: Daniel Galvanduque
Senior Producer IB: Roy Swansborough
Sports Marketing IB: Rachel Condelli
Senior Director Sports Marketing IB: Colin O’Toole
Account Director: Brooke Malchar
Principal Advisor: Sheila Flaherty
Senior Advisor: Sharon Groh
Creative Agencies
TBWA\Chiat\Day LA
Chief Creative Officer: Pedro Perez
Executive Creative Director: Dez Marzette
Group Creative Director: Martin Insua
Group Creative Director: Mark Peters
Associate Creative Director: Belén Russomanno
Associate Creative Director: Guillermo Aliaga Pueyrredon
Springtime
Co-Founder & Chief Creative Officer: Patricio Elfi
Co-Founder & Chief Creative Officer: Santiago Luna Lupo
Creative Director: Damian Isaak
Chiat Design Team – DxD
Global Chief Design: Bruno Regalo
Business Lead: Monica Gelbecke
Associate Production Director: Alessandra Horn
Senior Project Manager: Dennise Flores
Group Design Supervisor: Gabriel Menezes
Associate Design Director: Emerson Vieira
Production Coordinator: Damniella Tomio
Designer: Victor Rosa
Designer: Gabriel Vinicius
Designer: Guilherme Besco
Designer: Rodrigo Veloso
Typography Generator Sweat Designer: Andre Burnier
Chiat Account Services
Group Brand Director: Simon Hall
Brand Director: Guilherme Pimentel
Brand Supervisor: Javier Hernandez
Operations Director / Project Manager: Alice Pavlisko
Senior Project Manager: Shubha Chakravarty
Springtime Account Services
Co-Founder & Managing Director: Natalia Gamarra
Chiat Brand And Communication Strategy
Head Of Brand Strategy: Stephanie Berenson
Strategy Director: Sarah-Jayne Boyd
Head Of Connections: Stephanie Ehui
Group Connections Director: Aida Fogel
Production
Omnicom Production
Head Of Production, West: Jim Haight
Executive Producer: Jack Cutler
Senior Producer: Marina Rodrigues
Senior Art Producer: Jess Shay
Senior Art Producer: Dena Moore
Producer: Manuella Campos
Producer: Anna Lindsay
Springtime Production
Head Of Production: Camila Perez Mollo
Head Of Post Production: Esteban Malvarez
Chiat Business Affairs
Group Business Affairs Lead: Jennifer Anaya
Business Affairs Manager: De’Andra Gaddis
Talent Manager: Leila Scheffer
Senior Manager Content Deliver: Judy Brill
Partner Agencies
The Team (Social Partner)
Group Creative Director: Danny Mota
Creative Director: Ernest Baker
Associate Creative Director: Ben Cadwell
Senior Copywriter: Drew Ruiz
Graphic Designer: Luna Kim
Associate Director, Creative Strategy & Planning: Josh Barnes
Associate VP, Creative Strategy & Planning: Conner O’Hea
Senior Social Media Manager: Carmen Dittoe
Associate Account Director: Alexa Wageman
Senior Project Manager: Katherine Pizzimenti
Senior Account Director: Dani Roberts
OMD (Media)
Senior Director, Integrated Media Planning: Tiffany Li
Associate Director, Paid Social: DJ Mauro
Associate Director, Integrated Media Planning: Nicole Pena
Associate Director, Video: Scott Sollazzo
Manager, Out Of Home: Jake Kapnick
Executive Director, Out Of Home: Susan Rezmovic-Cohen
Senior Associate, Out Of Home: Morgan Manone
FleishmanHillard (PR)
Senior Partner: Kathryn Chappell
Senior Vice President: Maya Savino
Vice President: Corine Deutsch
Vice President: Tori Downar
Senior Vice President: Jason Belenke
Production Company — Main Unit
US Production Company: Iconoclast
Director: Ernest Desumbila
Executive Producer: Francesco Colombo
Producer: Alejandro De Leon
Unit Production Manager: Nara Haftevani
Production Coordinator: Elysa Schumacher
Director Of Photography: Jeff Bierman
Stylist: Marion Brillouet
Founder / Managing Director: Charles-Marie Anthonioz
Madrid Service Company: Iconoclast Spain
Executive Producer: Bernard Amsellem
Service Producer: Pablo Boyero
Production Manager: Vanessa Merino
Production Coordinator: Carmen Ponte
1st AD: Peter Thompson, Lucas Cuevas
Sports Choreographer: Albert Ruiz
Milan Service Company: Collateral Films
1st AD: Paolo Bartoli
Production Designer: Gabriele Cavalchi
Managing Director / Executive Producer: Guido Cella
Executive Producer: Orsola Giunta
Executive Producer: Sarah Tognazzi
Producer: Clara Alison Gloceri
Sports Choreographer: Bohdan Pylypchuk
Sports Choreographer Assistant: Zak Ansah
Production Company — Canada Unit
Director: Taylor Reid
Production Company: Untitled
Producer: Jessica Holloway (Makers)
Production Company — Socials Unit
Production Company: G Media Lab
Executive Producer: Andy Sloan
Producer: Tiela Banks
Photographer: Jason Chauvin
Director Of Photography: Nick Staniszewski
1st AC: Gerardo Nunez
DIT: Kevin Leonard
Props: Kyler Wurf
Production Company — Stills Unit
Giant Artists
Photographer: Marcus Smith
The Mushroom Company
Photographer: Carles Carabi
Editorial Company — Uppercut Edit
Editor: Brad Waskewich
Additional Editor: Janna Kay Swanson
Assistant Editors: Cristina Headrick, Audrey Leach
Producer: Harrison Draper
Executive Producer: Mila Davis
GFX Artists: Maxime Benjamin, Waner Zhang
Audio And Sound Design Company — Lime Studios
Sound Design & Mix: Matt Miller
Audio Mixer: Joel Waters
Audio Assistant: Ian Connie
Executive Producer: Susie Boyajan
Music / Original Soundtrack: “Beto’s Horns” — CA7RIEL & Paco Amoroso, Fred Again.., Ezra Collective
VFX & Post Production Company — SAUVAGE.TV
Executive Producer: Eva Laffitte
VFX Producer: John Aoun
VFX Supervisor: Nico Zarza, Albert Montero
Art Director: Albert Montero
VFX Supervisors (On Set): Adrián Duran, Nacho Hoyos
3D Generalists: Gerard Rodriguez, Hugo Morais, Josep Ismail Trias, Erem Ryan Tezcan, Fleur Van De Sande
Houdini FX Artists: Manuel Camara, Oğuz Özpamuk, Genís Ferrer, Roger Oller, Arnau Esparrech
3D Fashion Crowd Designer: Rahima Nurxojaeva
3D Camera Tracking: Kamron Sobiriddinov
Match Move Artist: Balasubramani Parthasarathy
Compositors: Diogo Santos, Guillem Maresma, Oscar Gutierrez, Illia Shcherbachenia, Abdullaev Alijo Akhmedovich, Chingiz Eselbaev, Miranda Farhat, Rakesh Gurung, Helena Palomares, Alvaro Moga, George Marmoutas
2D After Effects Artist: Hugo Morais
DMP Artist: Albert Montero, Claudia Gorga
Roto Artist: Zihad Bilal
Online Editors: Ferran Folch, Celia Rodriguez
Offline Editor: João Teixeira
Creative & Project Manager: Teseo Cuadreny
Graphic Designer: Luís Suasi
Storyboard Artist: Sergio Alcalá
Color Grading Company — Royal Muster
Colorist: Gregory Reese
Executive Producer: Thatcher Peterson
Senior Producer: Dan Butler
Associate Producer: Esli Israel
Color Assistants: Celene Curlee, Abby Dougherty
Stills Retouching Company — Fuze Image Maker
Owner / Partner: Márcio Bueno
Owner / Partner: Daniel Klock
Producer: Thiago Oliveira
Project Manager: Fabiano De Proença
Post Supervisor: João Marcos Britto
Retouchers: Marcelo Colono, Christian Feistauer
3D: Victor Oliveira
