Gatorade
Sweat Side of Sponsorship
Gatorade turns sweat into visibility by placing its logo inside Independiente’s jersey
Food & Beverage
B2C
Global Consumer Brand
In a football landscape saturated with brands, traditional sponsorship spaces are losing impact and relevance among increasingly exposed audiences. As a brand intrinsically linked to performance, Gatorade needed to claim a more authentic place within the game.
The campaign focused on the true territory of sweat: the inside of the jersey. By printing the logo upside down on the inner side, every natural gesture of players wiping sweat revealed the brand clearly, redefining sponsorship through real use.
