GATORADE
Trust what’s Inside
Gatorade asserts there are no shortcuts to greatness in new ‘Is It In You?’ global football campaign
Created for the 2026 FIFA World Cup, “Trust What’s Inside” marked the global return of Gatorade’s iconic “Is It In You?” platform. Featuring Vinícius Jr., Julián Álvarez, Christian Pulisic, Luis Díaz, Gilberto Mora, and Tajon Buchanan, the campaign celebrates the invisible work behind every great performance. Instead of glorifying talent, luck, or shortcuts, it puts sweat at the center of the story, turning it into the ultimate symbol of progress. From hero films to social content, OOH, apparel, and real world activations, the platform reminds every player that greatness isn’t given. It’s built from within.
Production Co.: Iconoclast US
Director: Ernest Desumbila
DOP: Jeff Bierman
Agency: TBWA, Springtime
Service Prod. Co.: Iconoclast Spain