“Is it in you?”
Gatorade is courting nostalgia and hoping to connect with a new generation of sports fans by bringing back its iconic tagline.
Widely remembered for its association with Michael Jordan “sweating” brightly colored Gatorade, the “Is it in you?” campaign spanned from the 1990s through the early 2000s.
Now, it’s back.
Jordan himself narrates a new 60-second spot called “IT Hasn’t Changed.” The ad features several athletes, including Indiana Fever star Caitlin Clark, Buffalo Bills quarterback Josh Allen, Boston Celtics forward Jayson Tatum, track star Sydney McLaughlin-Levrone, Las Vegas Aces center A’ja Wilson and Gatorade National Football Player of the Year DJ Lagway.
Each brief vignette shows how an athlete’s inner drive fuels them.
Of course, there’s no better Gatorade spokesman than Jordan, the sports drink’s longstanding pitchman, six-time NBA Champion, five-time NBA MVP and 14-time NBA All-Star.
“With ‘Is It In You?’ in the ‘90s, we inspired a generation,” Jordan said in a news release. “The return of ‘Is It In You?’ is another chapter in greatness for Gatorade, a brand that has fueled champions for decades and relentlessly serves athletes on and off the field.”
The commercial debuted Tuesday night during the Game 4 of the NBA’s Western Conference Finals.
Gatorade fans can expect to see more this summer, with billboards, social media campaigns, custom Instagram and Snapchat filters allowing people to recreate the iconic “Gatorade sweat” look in their own photos, and more.