Inner Strong

Today, Gatorade announces a new campaign, “Inner Strong,” featuring Serena Williams, Hansel Enmanuel, and Sunisa Lee from its social agency of record, Swift.

This effort marks the second chapter of Gatorade’s multi-year “Fuel Tomorrow” initiative, which focuses on breaking down barriers to empower the next generation of athletes. The first chapter highlighted the moment when one falls in love with a port, while this new, second iteration underscores how success derives from inner strength.

“Inner Strong” consists of three 60-second spots. In each one, the featured athlete shares their “inner strong”: brief for Serena Williams, work ethic for Sunisa Lee, and focus for Hansel Enmanuel. Key advice gets peppered throughout the ads; for example, Sunisa says: “Trust yourself, give yourself patience, and use those tools to eliminate all the doubt.” Individually and together, the spots serve to underscore that what’s in these star athletes lives in everyone, empowering the next generation.
The campaign features graphic animation work from German artist Lucy Dison, creative duo Unlimited Time Only, and Portland-based animation studio Computer Team.

On a broader scale, Gatorade will apply its brand platform to direct action across three key areas: resourcing community programs to help kids play in a safe, welcoming environment; providing access to sports facilities, equipment, and transportation; and training coaches on how to serve as champions for equity and inclusion. The multi-year initiative includes an initial $10 million investment in organizations that align with these areas. The brand also partners with national organizations including Athlete Ally, Good Sports, Honest Game Foundation, Laureus USA, and the Women's Sports Foundation, to co-develop measures and actions that advance equity in sports.
All three spots are live on social.