Gatorade - It Hasn’t Changed

The world of sports is bigger. Louder. More intense. It has more distractions than ever. For athletes, everything about the game has changed—except for the most important thing: the internal will that drives them to achieve.

To share the timeless truth, Gatorade brought back its iconic "IS IT IN YOU" campaign from 25 years ago. The campaign, and the question it poses, serve as a reminder and challenge to today's athletes to look inside themselves and find the drive to make plays, break records, and change the game in their own way.

The campaign, launched across social, TV, and out-of-home, features a roster of modern icons—Jayson Tatum, A’ja Wilson, Josh Allen, Sydney McLaughlin-Levrone and Caitlin Clark— alongside the original face of the campaign, Michael Jordan, bringing together two iconic eras to create a new mantra that will motivate the athletes of today and tomorrow.