Gatorade

What you wear doesn’t win. You do.

Gatorade has always been about fueling performance. But we noticed something interesting when we talked to young athletes. A lot of them believed the right shoes, the right equipment, the right gear would make the difference. As if greatness was something you could buy. It’s not. And we wanted to say that out loud.

The insight came from research. Kids were convinced that having what the pros had would help them perform like the pros. But the truth is simpler and harder. The gear helps. The technology supports. But the thing that actually makes you win? That comes from somewhere else. Somewhere inside.

I helped develop the “Declare” campaign. We brought together Usain Bolt, Abby Wambach, Ryan Lochte, and Dwyane Wade. Each one a champion. Each one proof that greatness isn’t handed to you. The spot featured powerful declarations from each athlete. Not about their equipment. About their drive. Their resilience. The fire that pushed them when everything else said stop. It tied directly to Gatorade’s “Win From Within” message. Your success isn’t defined by what you wear. It’s defined by who you are.

Over 10 million views in the first week. Conversations sparked about what really separates good from great. And “Win From Within” became more than a tagline. It became a mantra. A reminder that the most important equipment you have is the will to keep going.