{"success":true,"data":{"pressRelease":{"id":"7099","rtpr_id":"nPn2ztzdZa","ticker":"PEP","exchange":"NASDAQ","all_tickers":["PEP"],"title":"GATORADE ASSERTS THERE ARE NO SHORTCUTS TO GREATNESS IN NEW 'IS IT IN YOU?' GLOBAL FOOTBALL CAMPAIGN","author":"PR Newswire","published_at":"2026-04-23T15:00:09.988Z","article_body":"GATORADE ASSERTS THERE ARE NO SHORTCUTS TO GREATNESS IN NEW 'IS IT IN YOU?' GLOBAL FOOTBALL CAMPAIGN\n\nPR Newswire\n\nCHICAGO, April 23, 2026\n\nHeadlined by Christian Pulisic, Vinícius Júnior, Julián Álvarez and\nGatorade's world-class football roster, the brand's new global campaign\nreminds athletes to trust the sweat that builds greatness\n\nKey Takeaways\n\n * For decades, the GATORADE® brand – with the #1 proven electrolyte blend –\nhas fueled football athletes at every level across the globe, from community\npitches to the world's biggest stages.\n * As Gatorade's world-class football roster – including Christian Pulisic,\nVinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz and Tajon\nBuchanan – prepares to compete, the brand is launching a new global\ncampaign, reminding athletes to trust what has fueled their success: the\nsweat, the sacrifices and the science.\n * The Gatorade Sports Science Institute (GSSI) brings 41 years of sports science\nexpertise to national teams across multiple continents, including Brazil,\nColombia and Canada – with data showing footballers lose between 1 and 2\nliters of fluid per 90-minute match.\n * The campaign will extend globally across social, digital and in-person\nactivations – from disruptive OOH to a limited-edition global apparel\ncollaboration.\nCHICAGO, April 23, 2026 /PRNewswire/ -- For decades, Gatorade has fueled\nfootball athletes at every level across the globe, from community pitches to\nthe world's biggest stages. As Gatorade's world-class football roster –\nincluding Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto\nMora, Luis Díaz and Tajon Buchanan – prepares to compete, the brand is\nlaunching a new global campaign, 'Trust What's Inside.' The campaign, which\nmarks the global reintroduction of Gatorade's 'Is It In You?' platform as the\nbrand aims to connect with the next generation, reminds athletes to trust what\nhas fueled their success: the sweat, the sacrifices and the science behind\nGatorade's #1 proven electrolyte blend.\n\n(https://mma.prnewswire.com/media/2963846/Gatorade_Is_It_In_You.html)\n\nKicking Off with a Campaign Film\nThe campaign launches with a hero film\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4671470-1&h=3382581197&u=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D665gg3fGj9U&a=hero+film)\n, featuring Gatorade's global football roster alongside youth athletes –\nputting in the sweat to perfect their craft. From Pulisic's first touch\nfinesse to Vini Jr.'s flick over a sea of defenders and Álvarez hurdling an\napproaching goalkeeper without breaking stride, each moment reflects how\nsweat, hard work and Gatorade's science-backed formula can take you where\nshortcuts can't. The film features the track \"Beto's Horns\" by CA7RIEL &\nPaco Amoroso, Fred Again.., and Ezra Collective, with narration from decorated\nfootball legend Clint Dempsey.\n\n\"Gatorade has been with me for my entire career – from my youth days to my\nbiggest moments on the pitch. This campaign perfectly captures what it takes\nto compete at the highest level: sweat, repetition and a commitment to putting\nin the work. There's no luck involved. I trust in the process, my preparation,\nand the brand that's fueled me every step of the way,\" said Christian Pulisic,\nGatorade roster athlete.\n\nSweating the Science\nGatorade also brings its multi-decade legacy of sports science expertise to\nthe benches of the Brazil, Colombia and Canada national teams. In football,\nplayers can lose between 1 and 2 liters of fluid through sweat over a\n90-minute match(1) – and of all team sports studied, significant dehydration\nhas been reported most consistently in football. This insight underpins\nGatorade's category-leading hydration science, helping translate sweat loss\ndata into precise fueling and hydration strategies for performance.\n\nGatorade's product portfolio – which is scientifically designed to replace\nwhat athletes lose in sweat – is directly integrated into the training and\nmatchday protocols of national teams across multiple continents. The Brazilian\nNational Team recently underwent sweat testing with the Gatorade Sports\nScience Institute (GSSI), offering each player personalized hydration insights\nbased on their sweat loss to help them better understand their unique\nperformance needs.\n\n\"Gatorade has been there for footballers for decades, as they've poured\neverything they have into the beautiful game,\" said Mark Kirkham, Chief\nMarketing Officer for PepsiCo Beverages U.S. \"As these world-class athletes\nprepare to compete, this campaign is a celebration of the unrelenting sweat\nthey put in. No shortcuts, luck or cheat codes involved.\"\n\nThis is just the beginning of the campaign – which will extend globally\nacross social, digital and in-person activations in the coming months, from\ndisruptive OOH to a limited-edition global apparel collab. Fans can follow\nalong on Gatorade's social channels for the latest campaign news.\n\nAbout Gatorade\nGatorade, a division of PepsiCo (NASDAQ: PEP), has been built on more than 61\nyears of studying athletes and the science of sweat. Trusted by athletes at\nevery level, from community pitches to the world's most prestigious\ninternational stages, across more than 80 countries worldwide, Gatorade's\nscientifically formulated range of hydration and performance products is\ndesigned to replace what athletes lose and fuel what they need to perform at\ntheir best. For more information, visit www.gatorade.com\n(http://www.gatorade.com) .\n\nAbout PepsiCo\nPepsiCo products are enjoyed by consumers more than one billion times a day in\nmore than 200 countries and territories around the world. PepsiCo generated\nnearly $94 billion in net revenue in 2025, driven by a complementary beverage\nand convenient foods portfolio that includes Lay's, Doritos, Cheetos,\nGatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product\nportfolio includes a wide range of enjoyable foods and drinks, including many\niconic brands that generate more than $1 billion each in estimated annual\nretail sales.\n\nGuiding PepsiCo is our vision to Be the Global Leader in Beverages and\nConvenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our\nstrategic end-to-end transformation that places sustainability at the center\nof our business strategy, seeking to drive growth and build a stronger, more\nresilient future for PepsiCo and the communities where we operate. For more\ninformation, visit www.pepsico.com (http://www.pepsico.com) , and follow on X\n(Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.\n\n(1 )Barnes KA, et al. (2019). Normative Data for Sweating Rate, Sweat Sodium\nConcentration, and Sweat Sodium Loss in Athletes: An Update and Analysis by\nSport. Journal of Sports Sciences. Gatorade Sports Science Institute.\n\nContact:\nmaya.savino@omc.com (mailto:maya.savino@omc.com)\n\n(https://mma.prnewswire.com/media/2925606/2026_GBolt_RGB_White_Logo.html)\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/gatorade-asserts-there-are-no-shortcuts-to-greatness-in-new-is-it-in-you-global-football-campaign-302751894.html\n(https://www.prnewswire.com/news-releases/gatorade-asserts-there-are-no-shortcuts-to-greatness-in-new-is-it-in-you-global-football-campaign-302751894.html)\n\nSOURCE The Gatorade Company\n\n\n\nPhoto: \nhttps://mma.prnewswire.com/media/2963846/Gatorade_Is_It_In_You.jpg\nhttps://mma.prnewswire.com/media/2925606/2026_GBolt_RGB_White_Logo.jpg\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn2ztzdZa","title":"GATORADE ASSERTS THERE ARE NO SHORTCUTS TO GREATNESS IN NEW 'IS IT IN YOU?' GLOBAL FOOTBALL CAMPAIGN","author":"PR Newswire","ticker":"PEP","created":"2026-04-23T15:00:09.988Z","tickers":["PEP"],"exchange":"NASDAQ","article_body":"GATORADE ASSERTS THERE ARE NO SHORTCUTS TO GREATNESS IN NEW 'IS IT IN YOU?' GLOBAL FOOTBALL CAMPAIGN\n\nPR Newswire\n\nCHICAGO, April 23, 2026\n\nHeadlined by Christian Pulisic, Vinícius Júnior, Julián Álvarez and\nGatorade's world-class football roster, the brand's new global campaign\nreminds athletes to trust the sweat that builds greatness\n\nKey Takeaways\n\n * For decades, the GATORADE® brand – with the #1 proven electrolyte blend –\nhas fueled football athletes at every level across the globe, from community\npitches to the world's biggest stages.\n * As Gatorade's world-class football roster – including Christian Pulisic,\nVinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz and Tajon\nBuchanan – prepares to compete, the brand is launching a new global\ncampaign, reminding athletes to trust what has fueled their success: the\nsweat, the sacrifices and the science.\n * The Gatorade Sports Science Institute (GSSI) brings 41 years of sports science\nexpertise to national teams across multiple continents, including Brazil,\nColombia and Canada – with data showing footballers lose between 1 and 2\nliters of fluid per 90-minute match.\n * The campaign will extend globally across social, digital and in-person\nactivations – from disruptive OOH to a limited-edition global apparel\ncollaboration.\nCHICAGO, April 23, 2026 /PRNewswire/ -- For decades, Gatorade has fueled\nfootball athletes at every level across the globe, from community pitches to\nthe world's biggest stages. As Gatorade's world-class football roster –\nincluding Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto\nMora, Luis Díaz and Tajon Buchanan – prepares to compete, the brand is\nlaunching a new global campaign, 'Trust What's Inside.' The campaign, which\nmarks the global reintroduction of Gatorade's 'Is It In You?' platform as the\nbrand aims to connect with the next generation, reminds athletes to trust what\nhas fueled their success: the sweat, the sacrifices and the science behind\nGatorade's #1 proven electrolyte blend.\n\n(https://mma.prnewswire.com/media/2963846/Gatorade_Is_It_In_You.html)\n\nKicking Off with a Campaign Film\nThe campaign launches with a hero film\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4671470-1&h=3382581197&u=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D665gg3fGj9U&a=hero+film)\n, featuring Gatorade's global football roster alongside youth athletes –\nputting in the sweat to perfect their craft. From Pulisic's first touch\nfinesse to Vini Jr.'s flick over a sea of defenders and Álvarez hurdling an\napproaching goalkeeper without breaking stride, each moment reflects how\nsweat, hard work and Gatorade's science-backed formula can take you where\nshortcuts can't. The film features the track \"Beto's Horns\" by CA7RIEL &\nPaco Amoroso, Fred Again.., and Ezra Collective, with narration from decorated\nfootball legend Clint Dempsey.\n\n\"Gatorade has been with me for my entire career – from my youth days to my\nbiggest moments on the pitch. This campaign perfectly captures what it takes\nto compete at the highest level: sweat, repetition and a commitment to putting\nin the work. There's no luck involved. I trust in the process, my preparation,\nand the brand that's fueled me every step of the way,\" said Christian Pulisic,\nGatorade roster athlete.\n\nSweating the Science\nGatorade also brings its multi-decade legacy of sports science expertise to\nthe benches of the Brazil, Colombia and Canada national teams. In football,\nplayers can lose between 1 and 2 liters of fluid through sweat over a\n90-minute match(1) – and of all team sports studied, significant dehydration\nhas been reported most consistently in football. This insight underpins\nGatorade's category-leading hydration science, helping translate sweat loss\ndata into precise fueling and hydration strategies for performance.\n\nGatorade's product portfolio – which is scientifically designed to replace\nwhat athletes lose in sweat – is directly integrated into the training and\nmatchday protocols of national teams across multiple continents. The Brazilian\nNational Team recently underwent sweat testing with the Gatorade Sports\nScience Institute (GSSI), offering each player personalized hydration insights\nbased on their sweat loss to help them better understand their unique\nperformance needs.\n\n\"Gatorade has been there for footballers for decades, as they've poured\neverything they have into the beautiful game,\" said Mark Kirkham, Chief\nMarketing Officer for PepsiCo Beverages U.S. \"As these world-class athletes\nprepare to compete, this campaign is a celebration of the unrelenting sweat\nthey put in. No shortcuts, luck or cheat codes involved.\"\n\nThis is just the beginning of the campaign – which will extend globally\nacross social, digital and in-person activations in the coming months, from\ndisruptive OOH to a limited-edition global apparel collab. Fans can follow\nalong on Gatorade's social channels for the latest campaign news.\n\nAbout Gatorade\nGatorade, a division of PepsiCo (NASDAQ: PEP), has been built on more than 61\nyears of studying athletes and the science of sweat. Trusted by athletes at\nevery level, from community pitches to the world's most prestigious\ninternational stages, across more than 80 countries worldwide, Gatorade's\nscientifically formulated range of hydration and performance products is\ndesigned to replace what athletes lose and fuel what they need to perform at\ntheir best. For more information, visit www.gatorade.com\n(http://www.gatorade.com) .\n\nAbout PepsiCo\nPepsiCo products are enjoyed by consumers more than one billion times a day in\nmore than 200 countries and territories around the world. PepsiCo generated\nnearly $94 billion in net revenue in 2025, driven by a complementary beverage\nand convenient foods portfolio that includes Lay's, Doritos, Cheetos,\nGatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product\nportfolio includes a wide range of enjoyable foods and drinks, including many\niconic brands that generate more than $1 billion each in estimated annual\nretail sales.\n\nGuiding PepsiCo is our vision to Be the Global Leader in Beverages and\nConvenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our\nstrategic end-to-end transformation that places sustainability at the center\nof our business strategy, seeking to drive growth and build a stronger, more\nresilient future for PepsiCo and the communities where we operate. For more\ninformation, visit www.pepsico.com (http://www.pepsico.com) , and follow on X\n(Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.\n\n(1 )Barnes KA, et al. (2019). Normative Data for Sweating Rate, Sweat Sodium\nConcentration, and Sweat Sodium Loss in Athletes: An Update and Analysis by\nSport. Journal of Sports Sciences. Gatorade Sports Science Institute.\n\nContact:\nmaya.savino@omc.com (mailto:maya.savino@omc.com)\n\n(https://mma.prnewswire.com/media/2925606/2026_GBolt_RGB_White_Logo.html)\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/gatorade-asserts-there-are-no-shortcuts-to-greatness-in-new-is-it-in-you-global-football-campaign-302751894.html\n(https://www.prnewswire.com/news-releases/gatorade-asserts-there-are-no-shortcuts-to-greatness-in-new-is-it-in-you-global-football-campaign-302751894.html)\n\nSOURCE The Gatorade Company\n\n\n\nPhoto: \nhttps://mma.prnewswire.com/media/2963846/Gatorade_Is_It_In_You.jpg\nhttps://mma.prnewswire.com/media/2925606/2026_GBolt_RGB_White_Logo.jpg\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-04-23T15:00:10.103988117Z","server_sent_at_ms":1776956410103},"received_at":"2026-04-23T15:00:10.164Z","source_url":null},"analysis":{"id":"5302","press_release_id":"7099","analysis_json":{"industry":{"label":"Food, Beverage & Tobacco","sector":"Consumer Staples"},"redFlags":[],"eventType":"other","narrative":"Gatorade, a division of PepsiCo, launched a global football campaign titled 'Trust What's Inside,' reintroducing its iconic 'Is It In You?' platform to connect with the next generation of athletes.\n\nHeadlined by stars like Christian Pulisic, Vinícius Júnior, and Julián Álvarez, the campaign emphasizes the brand's science-backed hydration formula and the effort required for greatness.\n\nThe initiative includes a hero film, digital and social activations, and a limited-edition global apparel collaboration.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Gatorade doubles down on football science and star power to drive global brand equity."},"keyFigures":{"revenue":"$94 billion","customDimensions":{"gssi_years_expertise":41,"gatorade_history_years":61,"sweat_loss_liters_per_match":"1-2"}},"quotedText":"No shortcuts, luck or cheat codes involved.","namedEntities":{"people":[{"name":"Christian Pulisic","role":"Gatorade roster athlete"},{"name":"Mark Kirkham","role":"Chief Marketing Officer for PepsiCo Beverages U.S."},{"name":"Clint Dempsey","role":"football legend"},{"name":"Vinícius Júnior","role":"Gatorade roster athlete"},{"name":"Julián Álvarez","role":"Gatorade roster athlete"}],"products":["Gatorade","Pepsi-Cola","Mountain Dew","Lay's","Doritos","Cheetos","Quaker","SodaStream"],"companies":[{"name":"PepsiCo","ticker":"PEP"},{"name":"The Gatorade Company","relationship":"subsidiary"},{"name":"Gatorade Sports Science Institute","relationship":"subsidiary/research arm"}],"dollarAmounts":[{"amount":"$94 billion","context":"PepsiCo net revenue in 2025"}]},"materialImpact":{"score":2,"reasoning":"Major global marketing campaign for the flagship Gatorade brand featuring high-profile athletes and apparel collaborations, but represents routine brand maintenance rather than a material financial event."},"tickerRelevance":{"others":[],"primary":"PEP"},"eventTypeSecondary":["partnership"]},"event_type":"other","event_type_secondary":["partnership"],"sentiment":"neutral","material_impact_score":2,"narrative":"Gatorade, a division of PepsiCo, launched a global football campaign titled 'Trust What's Inside,' reintroducing its iconic 'Is It In You?' platform to connect with the next generation of athletes.\n\nHeadlined by stars like Christian Pulisic, Vinícius Júnior, and Julián Álvarez, the campaign emphasizes the brand's science-backed hydration formula and the effort required for greatness.\n\nThe initiative includes a hero film, digital and social activations, and a limited-edition global apparel collaboration.","key_figures":{"revenue":"$94 billion","customDimensions":{"gssi_years_expertise":41,"gatorade_history_years":61,"sweat_loss_liters_per_match":"1-2"}},"named_entities":{"people":[{"name":"Christian Pulisic","role":"Gatorade roster athlete"},{"name":"Mark Kirkham","role":"Chief Marketing Officer for PepsiCo Beverages U.S."},{"name":"Clint Dempsey","role":"football legend"},{"name":"Vinícius Júnior","role":"Gatorade roster athlete"},{"name":"Julián Álvarez","role":"Gatorade roster athlete"}],"products":["Gatorade","Pepsi-Cola","Mountain Dew","Lay's","Doritos","Cheetos","Quaker","SodaStream"],"companies":[{"name":"PepsiCo","ticker":"PEP"},{"name":"The Gatorade Company","relationship":"subsidiary"},{"name":"Gatorade Sports Science Institute","relationship":"subsidiary/research arm"}],"dollarAmounts":[{"amount":"$94 billion","context":"PepsiCo net revenue in 2025"}]},"model_name":"glm-4.7","prompt_hash":"sha256:2f2748f0fcc8c4f2","schema_hash":"sha256:ad96b863d7123008","created_at":"2026-04-23T20:56:27.588Z","global_importance":3,"audience_relevance":3,"importance_components":{"method":"backfill-heuristic","signals":{"bodyLong":false,"headlineTier1":false,"tickerCovered":false,"hadSignificance":false},"version":1,"computedAt":"2026-04-27T11:52:55.012Z"}},"durationMs":69100,"modelName":"glm-4.7"}}