Art Director
Kate Harkins

The Ask: Create a brand act that conveys Gatorade as a purpose-driven brand dedicated to equity in sports.

The Challenge: Due to F-1 student visa work restrictions, more than 20,000 international student-athletes cannot exercise their newly-granted Name, Image and Likeness rights to fulfill endorsement deals like their American-born teammates.

The Solution: There are no such restrictions on work they do outside of the U.S.

So we’re flying them home.

CASE STUDY VIDEO

Dorka Juhasz :20

Oscar Tshiebwe :20

Lou Hedley :20

SOCIAL MEDIA:
Once abroad, athletes would act as travel hosts of their home countries, making social content for Gatorade social channels.

BRANDED MERCHANDISE:

A branded carry-on should be the only baggage they have to worry about.
Wireless headphones to block out the noise. And their passport to travel to and from the U.S. is protected with an official cover.

PR STUNT

To further promote the initiative, fans could win a chance to travel with their favorite international athletes.