If Gatorade is going to let its “Is It In You?” slogan hang around for the better part of three decades, it occasionally needs to allow a new generation to determine what “it” is.

For its latest March Madness campaign, Gatorade recruited USC sophomore guard and Big 10 player of the year JuJu Watkins, highly decorated University of Connecticut senior Paige Bueckers, and Duke University freshman phenom Cooper Flagg to provide their perspective on “it.” In a spot titled “The Take,” the athletes discuss how “it” isn’t just the effort they have to give but the criticism and obsessive adulation they have to take. 

Having jumped on with Gatorade during the infancy of name, image, and likeness rights deals in 2021, Bueckers views the campaign somewhat wistfully as she heads into her last NCAA tournament with UConn and a future that already involves an equity stake in the Unrivaled 3-on-3 league.

“Having been the first NIL athlete on the Gatorade roster, it’s extremely rewarding to look back at all we’ve accomplished together over the last few years,” Bueckers said. “Gatorade has fueled me throughout the highs and lows of my college career, and I’m excited to see what lies ahead for us in the future.”

Watkins, who signed her NIL deal with Gatorade in October, plays a somewhat larger role—collaborating with the brand on a limited-edition Gatorade Squeeze Bottle containing both her signature and her mantra, “Without struggle, there is no progress.” Flagg also joined Gatorade in October and knows a little something about struggle after following an explosive season with the Blue Devils with an injury during the ACC men’s tournament.

“This is my first Gatorade campaign since becoming a Gatorade athlete,” Flagg said. “I grew up watching the greats in iconic Gatorade commercials, and to now be in one myself alongside such talented athletes is surreal.” 

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