Gatorade was shut out of the 2012 Olympics. Even though G sponsored and fueled 12 of Team USA’s fiercest competitors, restrictions prevented those athletes from holding, drinking or even talking about Gatorade for nearly two months. Two weeks leading up to the Olympics, we leveraged G social channels to start a conversation with our core audience.

We enlisted 12 G athletes to help us seed 12 missions. In each mission, pros shared personal accounts of struggle and success, and then challenged followers to respond with photos and stories showing what drives, inspires and fuels them to #WinFromWithin.