When the eyes of the basketball world were focused on New Orleans as the NBA's elite names descended on the city for the league's annual all-star game, Gatorade decided to take a little bit of that attention and focus it on Riverdale High School's basketball team.
For the first time in two decades, the Riverdale Rebels were on the brink of a playoff berth. In addition to the commitment, training and sense of brotherhood, the other thing the varsity basketball team had in common with so many others across the country is a pretty beat-up locker room that's been home to smelly sweat socks since the Kennedy administration.
Then on February 15th, midway through a make-or-break Rebels game, Gatorade and agency TBWA\Chiat\Day LA converted the old, run-down locker room to something more akin to NBA-style professional standards. To top it off, Miami Heat star Dwyane Wade made a surprise appearance to unveil the new digs and hang out with the very happy teens.
Gatorade has long been associated with elite athletes and pros, but this strikes a different no less appropriate chord--similar to its wildly successful Replay series--integrating the brand's clout among amateurs into its overall story.