ExtremeRavens Posted September 5 Posted September 5 Gatorade has signed Ravens quarterback Lamar Jackson to its roster of “the next generation of football greats.” Jackson, a two-time NFL Most Valuable Player who kicks off the 2024 season Thursday night against the defending Super Bowl champion Kansas City Chiefs, joins the athletes promoting the sports drink’s ties to football, a relationship that spans nearly 60 years. In a new ad campaign, the brand owned by Pepsi kicks off the NFL season by highlighting “trailblazers on and off the field” including Jackson, Minnesota Vikings wide receiver Justin Jefferson and Los Angeles Rams wide receiver Puka Nacua, Gatorade announced in a news release. “Lamar Jackson is a true generational talent and a standout example of what a Gatorade athlete embodies — leadership, perseverance and dedication,” Jeff Kearney, head of sports marketing for Gatorade, said in the release. In addition to the NFL pros, Gatorade has also enlisted flag football star quarterback Diana Flores and fashion designer Kristin Juszczyk as the brand celebrates inclusivity. “From the rise of women’s impact on the sport and the growing spotlight on flag football, to the new era of athlete individualism, football is changing — and Gatorade is using its latest campaign … to help usher in that change,” the release said. Juszczyk, the wife of former Ravens and current San Francisco 49ers fullback Kyle Juszczyk, has designed a limited-edition capsule collection of Gatorade essentials including a custom duffle bag, towel and water bottle. The items will be available only on Gatorade.com beginning on Thursday, Sept. 12 at 10 a.m. The ad campaign — “You Know We Got ‘IT’’ — launches with a 45-second spot narrated by Jackson that Gatorade envisions as a “new locker room anthem.” The film begins with a voice over that asks: “Do the Ravens have it this year? Can Lamar get it done?” as it zooms in on Jackson in the locker room. He responds: “They’re trying to write us off. Y’all got it?” His Ravens teammates quickly agree as they clap and say “yeahhhhh.” “This campaign is all about the idea that ‘IT’ is an internal mindset that drives you to be your best, which rings true for me,” Jackson said in the release. “I’m hyped for athletes everywhere to think about how their ‘IT’ can help them lock in and be great.” Jackson, 27, has previously done advertisements with Oakley, Bose and Nissan for the car company’s popular “Heisman House” campaign. Last April, he signed a five-year, $260 million extension with Baltimore, which at the time made him the NFL’s highest-paid player in terms of average annual salary. View the full article Quote
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