B R A N D E D C O N T E N T S E R I E S
Gatorade is all about fueling athletes, giving them the edge they need to push past their competition. Inside the Edge expanded on that idea with short films about the techniques, training, and tests that help elite athletes achieve their fullest potential. These cinematically shot short films, made in conjunction with ESPN, gave viewers an intimate look at how the world’s best athletes become just that, whether it’s Usain Bolt’s intense weight-lifting workouts, pro surfer Coco Ho’s confidence-building work, or the NFL drills race car driver Jimmie Johnson runs with his pit crew. The project also provided Gatorade with an organic way to highlight its Sports Science Institute, which runs elite athletes through a panoply of tests that help them better understand the changes they need to make to propel them to success.