Gatorade ‘Highlights’ Helps Teen Athletes Celebrate their Wins

Swift joined forces with Gatorade’s Digital Transformation Team to activate a new vision for the brand’s social and digital presence. A key emphasis is connecting with 13-17 year old athletes in the social spaces where they hang out.  

The campaign’s social-first approach is in sync with how young athletes create, share and engage with their teammates and friends. Genuinely mirroring their behaviours, while layering in humour and swagger, Highlights encourages teens to celebrate their own wins—and fill their feeds with thumb-stopping highlights.

“From the start, it was clear to us that Swift doesn’t just know social, they live it. They bring a fresh, youthful perspective to the work and really know how to connect with our audience,” says Jill Abbott, Head of Consumer & Athlete Engagement for Gatorade. “Their collaborative approach and solid grasp of sport culture is a winning formula for a successful partnership with Gatorade—and it shows big time in this new campaign for the Highlights app.”

Swift CEO and co-founder Liz Valentine says: “Partnering with Gatorade is an exciting opportunity to help an iconic brand discover and create new ways of asserting relevance in modern sport culture, particularly with a young audience that expects brands to show up in a useful, original way. It’s a brand that’s evolving and understanding athlete insights, and we’re thrilled to make work that reflects that.”

Committed to a collaborative, multidisciplinary approach, Swift unleashed its full range of creative, strategic and data science expertise to craft overarching social strategy for paid and organic content, and deliver several digital campaigns and activations throughout the year focused on sports moments and new product releases.