In these events participants are showered with promotional gifts and they have to do nothing to attain them. At most, they might be asked to scratch a scratch card or draw a lottery number to get their prize. But in Gatorade’s world, rewards only come to those who put the effort in to receive them. Athletes don’t thrive unless you train hard. They believe that when you win, you Win From Within. So when Gatorade asked us to create a promotional campaign we knew we couldn't give stuff for free. Consumers would need to work to get their prize.

The media buy before and the day of each event was concentrated on the Sweat and Win Challenge, directing non-stop traffic to the booth where the shirts were being handed out. And at gyms instead of buying traditional signage, the Sweat and Win Challenge was implemented once a month. This way we created more excitement and buzz within gym goers than any poster or any other signage will ever be able to.

At every venue we did the Sweat and Win Challenge people stood in line to get the shirts. Up to date over 20,000 shirts have been handed out in different sports events and venues. Every person that got one didn’t hesitate to put it on and break a sweat. As a result we provided consumers with cool merchandise but also build the Gatorade brand at the same time.