Gatorade’s commitment to fueling athletes extends beyond its products on sidelines and locker rooms.

With a core belief that you Win From Within, Gatorade also fuels athletes emotionally by recognizing and celebrating the passion, commitment, perseverance and dedication it takes to become the best athlete they can.

This ad was an opportunity to expand our definition of winning as all the actions and steps that athletes take every day, every minute and every moment to improve and move forward on the journey toward their athletic goals and aspirations.

The typography is a simple nod to the familiar design of the step-by-step instructions detailing how to reach a destination that might be served to you via Google Maps or similar engines. But our destination was one of great relevance to our target: the pinnacle of their sport. The photography showed images of young players with the dreams of reaching the top and the willingness to sweat for it. The numerous steps and visibly long journey immediately communicate that it’s going to take a lot of work and won’t be easy – but greatness never is.