Gatorade was looking to make a huge splash in the summer of 2023, especially with younger audiences. Knowing that Gatorade’s competitors had been marketing heavily to this younger audience, we knew that we needed to do something different. While searching for that something different, we stumbled upon a trend that had been bubbling for years, but one the brand had overlooked in the past: the Gatorade sideline towel wasn’t just an athlete or workout accessory… it was a status symbol. So, we decided to pull this accessory from court and field sidelines, and infuse it into culture, using stars and trendsetters that have a genuine passion for the brand. What started with Aminé and Evan Mock, quickly grew into a full summer lineup of stars and influencers — and something that ultimately reshaped the brand’s visual identity for all brand and culture moments since.