Not every athlete is a multimillionare superstar. But that doesn't mean that they don't have an inner drive. Gatorade takes a page from Nike's playbook for a heartwarming new campaign from TBWA/Chiat/Day, which showed the beverage brand's commitment to devoted athletes by turning its spotlight on the Riverdale High Rebels, a high school basketball team in New Orleans.
The team, which is on the brink of a playoff spot for the first time in two decades, gets the superstar treatment from Gatorade, which turned its old, run-down facilities into a beautiful, professional looking locker room worthy of NBA stars. And best of all, they did it right when the team was playing a critical deciding game.