Gatorade announces ‘Fuel Tomorrow’ initiative to help millions benefit from playing sports.

Gatorade, the world’s leading sports beverage, has launched Fuel Tomorrow, a multi-year program aimed at ensuring that everyone has an equitable opportunity to participate in sports and reach their full potential.

Fuel Tomorrow is about Gatorade recognizing the potential that exists in every young person. Through access to sports, they can realize the impact they make on the field, and beyond.

The design direction chose to use Gatorade's Bolt as the consistent element to be used as the core of the brand's visual identity. A design approach that allows a range of emotions and execution throughout an entire year. Yet utilizes consistent elements for continuity.

The Bolt symbolizes, in an own-able way, that we are a catalyst to help athletes maximize their potential. This design direction brought new energy to this iconic Gatorade element, through a variety of approaches.