A'ja Wilson Takes Us Back Behind the Scenes of Gatorade's “Is It In You” Campaign

There are times when the game becomes a battle of wills, and you either have it in you or you don't. But A'ja Wilson didn't work hard just to get it this away. Even as a two-time WNBA champion, there is still a lot to do, a lot to accomplish, a lot to win, a lot to work on.

He faced the same question fueling Gatorade's latest campaign, which harkens back to the brand's popularity when Michael Jordan drank Citrus Cooler Gatorade in glass bottles. Tested, pushed and proven. He came out on top, built a dynasty and became an icon. Those trials deeply affect A'ja's journey, those moments of clarity when you have to choose; dig deep or be satisfied. And A'ja Wilson is not satisfied.

She points to the 2023 WNBA Finals as the latest evidence. “I think this last title was something there IT he was really tested a lot. Either you got it, or you didn't. Your preparation puts you in the spotlight at this time,” Wilson told SLAM.

That idea came to light in mid-April while filming an ad that is being aired as you read this. Bringing it back to the late '90s, Gatorade revived the “Is It In You?” campaign with a 60-second spot featuring A'ja alongside a group of the brand's elite athletes.

When the brand presented him with a marketing deck that included the vibration and power of the updated concept, A'ja was immediately impressed. He felt connected.

“I can't even tell you how happy I am that we're bringing it back to the past, like the old school, the one we really grew up in,” Wilson told SLAM. “Being a 90s kid, growing up and seeing MJ, seeing all the other athletes, and now finally being in it and being part of the commercials that I used to watch, and now I'm going to be part of the team. for the whole family, it's been a lot of fun.”

We got the exclusive news that A'ja was joining the Gatorade elite roster in early May. With the brand's history of supporting athletes spanning decades, Wilson wants to show a personal side of himself and his fellow athletes.

“I think when you look at this list and you look at the things that we're doing with Gatorade, it's like 'yeah we've grown into this, but really we it grew this time. We really grew up in this one drink and now we've done it again and it's really amazing,” A'ja told SLAM. “Many people who see our list and see the awards are like, my lord, they are nobles. But they may not realize that we have perfect people roaming the earth. So yeah, just seeing that human side, the side of it, A'ja's tweets, like no, they're still human at the end of the day. “

It's been almost 30 years since Gatorade highlighted the IT among their athletes. As the landscape has changed, so has the brand's purpose with their modern campaign. Today's athlete navigates an array of external and expected pressures; from social media to finding the perfect team or training situation in an ecosystem full of endless possibilities.

For A'ja, her authenticity as an athlete—and a black woman—remains present. That's what makes him stronger for himself. She's honest, funny, and unapologetic. Throughout the years, he has navigated these times with both grace and authority. His legacy has been scrutinized, questioned and praised, and as he explains his mindset and focus on building, the Las Vegas Aces' team motto from last season has resurfaced.

Always stand with the noise.

“You can't really run away from it, it will always be there. But the difference between good and great is how you can control that noise, how you can stay safe from it,” explains A'ja. “What do you do during those times?” How can you really agree with yourself? And I think that's the key even when it comes to Gatorade. You have to be within yourself, beautiful and centered where you are so that you can express that to everyone. “

Photos by Gatorade.