Weight of the Jersey

- Gatorade

The main goal of the campaign was to announce Gatorade as the official sponsor of the women’s national teams of Brazil, Costa Rica, Colombia, and Canada during the FIFA Women’s World Cup, while also reinforcing the brand’s commitment to inclusion in sports.

More than gaining visibility, the intention was to build an authentic narrative that acknowledged the athletes’ journeys and the symbolic weight of representing their countries. This was the starting point for the concept “Weight of the Jersey.”

The campaign portrays the responsibility each player feels when wearing the national jersey. In moments of pressure, only preparation, teamwork, and giving everything on the field can lighten that weight. It carries not only honor, but also the historical expectations placed on women in sports.

Agency: ISLA
CCO: Rodrigo Grau
CEO: Martin Montoya
Creative Director: Leandro Ezquerra
Copywriter: Vinicius Dias
Art Director: Isabele Ramos
Planning Director: Marcus Freitas
Head Of Producer: Coqui Gimenez Uriburu
Social Strategist: Alice Rosa
Project Manager: Juliana Silva