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If you’ve seen any of the films in the Creed trilogy or caught Calvin Klein’s recent campaign, you may know by now that Michael B. Jordan takes his fitness routine very seriously. So much so that even his water and the world around him have a high standard to meet.
For Propel Fitness Water’s “Make the world your gym” campaign, the actor, director and producer gives the audience a taste of his workout plan as he deftly navigates streets that turn into treadmills and parked cars that transform into a climbing wall after a swig of the supercharged water.
The spot, produced by Goodby, Silverstein & Partners, highlights the Gatorade brand’s affiliation with the sports drink while also establishing its own identity in the enhanced water category.
Propel’s media strategy sticks to its sporting roots, with its first-ever buy in the NBA Playoffs and additional plans to run ads during games for the Finals, WNBA, National Women’s Soccer League, and tennis Grand Slam events such as Wimbledon and the French and U.S. Open. The 30-second spot that launched May 11 will run across broadcast, CTV, digital, and social.
The campaign also includes a 15-second spot with Jordan promoting the brand’s new line of tablets and Propel powder.
The brand announced a multi-year partnership with Jordan in February as part of a plan to “provide resources, access and opportunities for fitness” in communities across the country, including Jordan’s HBCU college basketball showcase. The partnership started with a limited-edition bottle of Berry flavored water for Creed III, with the product available in stores and integrated into the film.
“Propel’s partnership with Michael B. Jordan is meaningful, as it is rooted in a shared goal of empowering progress through fitness,” Emily Boido, senior director of enhanced water at Gatorade, told Adweek. “The spot is grounded in the human truth that fitness can be a challenge, but if you get out there and reach for progress in your workout, you will find joy in the journey. Our goal was to capture the energy and athleticism Michael is known for, while showing how Propel and the efficacy of our Gatorade-Electrolytes empower you in these moments of sweat.”
The shape of (enhanced) water
For Gatorade, the enhanced water category is quenching consumers’ thirst for options. According to a 2021 KBV Research report, the market is expected to reach $10.7 billion in global sales by 2026.
