Sweat Side transforms athletes’ sweat into a new sponsorship medium created by ISLA Brazil.
Premiere: Isla Brazil and Gatorade Colombia strengthen the bond they have with athletes’ sweat
With Sweat Side, the agency’s São Paulo office and the brand sponsor the inside of football jerseys. See the spot in this article.
More than fifty jerseys were customized and distributed among team players, journalists, and influencers.
Isla Brazil created Sweat Side for Gatorade Colombia — a different kind of sponsorship presented on March 31st during a match of Deportivo Independiente de Medellín, a team sponsored by the brand. During the game, when players lifted their jerseys to wipe away sweat, the Gatorade logo appeared — turning the inside of the jersey into a new media space.
Ricardo John, CEO and Partner at Isla, said: “The insight came from the role Gatorade plays in an athlete’s life. It’s not about the glamorous side of sports. It’s about hard work, effort, sweat, and tears. That’s why nothing feels more natural than making this sweaty side visible.”
Vinicius Dias and Zim Hernandez, associate creative directors at the agency, added: “That’s where the idea of sponsoring the gesture of wiping sweat came from. An exclusive sponsorship that only Gatorade could do.”
More than fifty jerseys were customized and distributed among team players, journalists, and influencers.
To conclude, Gonzalo Chigó, marketing director of Gatorade Latin America, explained: “More than an action during a match, we aim to turn this hard-earned sweat sponsorship into a new platform for the brand, expanding the format to other teams we sponsor across Latin America.”