Gatorade - Cool Seats

While Gatorade is the official sponsor of sports leagues around the world, they don’t have the same level of affinity in Argentina. To change this, Gatorade shifted their focus from the athletes to the fans who support them. Turning our iconic cooler on the sidelines into something far more relevant for spectators. After all, the cooler is historically there for the players and coaches. For drinking, and sitting. So much so that it’s a very familiar sight in sports culture. Flipping the script, for the first time ever, Gatorade offered this coveted seat to the best fans with the worst views.